Make it unique! Why embossed product labels increase purchase intentions and willingness to pay
| Date | 27 August 2024 |
| Pages | 173-185 |
| DOI | https://doi.org/10.1108/JPBM-09-2023-4748 |
| Published date | 27 August 2024 |
| Author | Manon Favier,David A. Jaud,Camille Saintives |
Make it unique! Why embossed product labels
increase purchase intentions and
willingness to pay
Manon Favier
Department of Marketing, ESSCA School of Management, Bordeaux, France
David A. Jaud
Department of Marketing, Kedge Business School, Talence, France and
Department of Marketing, Adelaide Business School, Adelaide, Australia, and
Camille Saintives
Department of Marketing, INSEEC, Bordeaux, France
Abstract
Purpose –This paper aims to explore the influence of a particular label surface texture, i.e. embossing, on consumer purchaseintentions and
willingness to pay. This paper further highlights the underlying mechanisms explaining this relationship by unveiling the mediating role of
willingness to touch and perceived package uniqueness.
Design/methodology/approach –Based on the visual salience theory and the stimulus–organism–response (SOR) model, this paper tests
mediations and serial mediations across two online experiments and evidence from a laboratory experiment.
Findings –Study 1 reveals perceived package uniqueness as the mediator, such that embossed elements on the label increase perceived
uniqueness, hence leading to greater purchase intentions and willingness to pay. In addition, Study2 replicates these results and goes further by
demonstrating the positive effect of embossing on purchase intentions and willingness to pay through willingness to touch then perceived package
uniqueness.
Practical implications –The findings provide insightful managerial implications by drawing attention to the importance of using embossed
elements on packaging, particularly when companies seek to differentiate themselves from competitors by stimulating consumers to touch their
product packaging and having them perceive their products as unique.
Originality/value –Using visual salience theory and the SOR model, this research is, to the best of the authors’knowledge, the first to shed light on
the effect of embossing as a visual element of the packaging design on willingness to touch the product (haptics) and perceived uniqueness,
ultimately enhancing purchase intentions and willingness to pay.
Keywords Surface texture, Embossed elements, Label design, Haptics, Perceived uniqueness, Visual salience, SOR model
Paper type Research paper
1. Introduction
Product packaging is a decisive tool for consumers to form a
brand impression and facilitate their subsequent purchasing
decision (Orth and Malkewitz, 2008;Ton et al., 2023). In this
regard, 72% of US consumers reported that package design
plays an important role in their purchase decision-making
(IPSOS, 2018). Package design, especially the label, holds a
particular interestfor companies because it is a powerful way to
attract attention (Clement et al., 2013;Krishna et al., 2017;
Orth and Malkewitz, 2012), differentiate products and brands
from competition (Ampuero and Vila, 2006;Simmonds et al.,
2018), influence product evaluations (Labroo et al., 2008;
Oswald et al., 2022;Söderlund et al.,2017) and purchase
decisions (Mai et al.,2016;Sundar et al.,2020). One potential
reason is that consumers rely on vision as their dominant sense
(Hoegg and Alba, 2007; for a review, see Krishna, 2012);thus,
the visual appearance (and salience) of the packaging
(including the label as a key design element)strongly influences
consumer perceptions and behaviors (Favier et al.,2019;Jaud
and Melnyk, 2020).
Among visual attributes of package design, colors (Lunardo
et al.,2021;Meadand Richerson, 2018), imagery (Huang et al.,
2022), glossiness (Briand Decr
e and Cloonan, 2019;Ye et al.,
2020), typeface(Schroll et al.,2018;Yuet al.,2022),location of
elements(Deng and Kahn, 2009;Rettie and Brewer,2000)and
shapes (Chandon, 2013;Raghubir and Greenleaf, 2006)
strongly influence consumer impressions and behavior.
Specifically, the selectionof visually salient elements of package
The current issue and full text archiveof this journal is available on Emerald
Insight at: https://www.emerald.com/insight/1061-0421.htm
Journal of Product & Brand Management
34/2 (2025) 173–185
© Emerald Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/JPBM-09-2023-4748]
Received 28 September2023
Revised 19 February 2024
1 July 2024
19 July 2024
Accepted 5 August 2024
173
Get this document and AI-powered insights with a free trial of vLex and Vincent AI
Get Started for FreeStart Your 3-day Free Trial of vLex and Vincent AI, Your Precision-Engineered Legal Assistant
-
Access comprehensive legal content with no limitations across vLex's unparalleled global legal database
-
Build stronger arguments with verified citations and CERT citator that tracks case history and precedential strength
-
Transform your legal research from hours to minutes with Vincent AI's intelligent search and analysis capabilities
-
Elevate your practice by focusing your expertise where it matters most while Vincent handles the heavy lifting
Start Your 3-day Free Trial of vLex and Vincent AI, Your Precision-Engineered Legal Assistant
-
Access comprehensive legal content with no limitations across vLex's unparalleled global legal database
-
Build stronger arguments with verified citations and CERT citator that tracks case history and precedential strength
-
Transform your legal research from hours to minutes with Vincent AI's intelligent search and analysis capabilities
-
Elevate your practice by focusing your expertise where it matters most while Vincent handles the heavy lifting
Start Your 3-day Free Trial of vLex and Vincent AI, Your Precision-Engineered Legal Assistant
-
Access comprehensive legal content with no limitations across vLex's unparalleled global legal database
-
Build stronger arguments with verified citations and CERT citator that tracks case history and precedential strength
-
Transform your legal research from hours to minutes with Vincent AI's intelligent search and analysis capabilities
-
Elevate your practice by focusing your expertise where it matters most while Vincent handles the heavy lifting
Start Your 3-day Free Trial of vLex and Vincent AI, Your Precision-Engineered Legal Assistant
-
Access comprehensive legal content with no limitations across vLex's unparalleled global legal database
-
Build stronger arguments with verified citations and CERT citator that tracks case history and precedential strength
-
Transform your legal research from hours to minutes with Vincent AI's intelligent search and analysis capabilities
-
Elevate your practice by focusing your expertise where it matters most while Vincent handles the heavy lifting
Start Your 3-day Free Trial of vLex and Vincent AI, Your Precision-Engineered Legal Assistant
-
Access comprehensive legal content with no limitations across vLex's unparalleled global legal database
-
Build stronger arguments with verified citations and CERT citator that tracks case history and precedential strength
-
Transform your legal research from hours to minutes with Vincent AI's intelligent search and analysis capabilities
-
Elevate your practice by focusing your expertise where it matters most while Vincent handles the heavy lifting