User Models of Consumer Products - The Initial Encounter

Abstract

When consumers are introduced to a new product, they begin to develop a conceptual model immediately. If this initial experience occurs at the point of sale, their model will be based chiefly on information on the product packaging and price. To understand consumer-product interactions, a greater understanding of how packaging information is incorporated into product models at the initial encounter is needed. Sixty participants were shown thirty-six unfamiliar brands of general consumer products ranging from nutritional supplements to household cleaners. Product packaging was manipulated to produce variations in the product name, price, and endorsements from a variety of groups including government agencies and celebrities. Significant differences in perceptions of product effectiveness and purchase intentions were found depending on endorsement source, product price, participant income, education, and age.