Gaëlle Pantin-Sohier

The Influence of the Product Package on Functional and Symbolic Associations of Brand Image

This article examines the influence of the product package (color and shape) on some functional (brand belief) and symbolic associations (brand personality) of the brand image. Hypotheses are tested in an experiment that results in an empirical validation of the role of the package in the brand image enhancement process.

Communicating Sensory Attributes and Innovation Through Food Product Labeling

Abstract This article explores the influence of food product packaging on consumers’ sensory expectations and perceived newness of the product. Two experiments examine to what extent consumers use product typicality, graphical representations, and package typicality in evaluating new food products. Study 1 finds that (1) a typical flavor induces more positive expectations of pleasantness, taste, color, and smell, and (2) the presence of graphic representation on product labels increases perceived pleasantness but does not affect sensory expectations. Study 2 indicates that the product seems newer in the absence of a package (label-only condition), but when the product packaging is presented, an atypical package conveys more newness than a typical package. These results provide practical guidelines for the design and introduction of innovative food products.

The Impact of Informational Stimuli from a New Drinck Product on Consumers' Affective and Cognitive Reactions:

The aim of this paper is to show the simultaneous influence of product innovation (complementarity of flavor) and packaging innovation (product design through the prototypicality of the container and the amount of information on the label) with the launch of a new flavored alcoholic drink. These features are tested experimentally by inviting 383 people to evaluate the relevance of the proposed blend, the perceived novelty of the drink, and their conclusions about the taste (sweetness — sucré and doux — and intensity). We also examine the mediating role of these variables on approval, and of approval on the intention to try the new product. The results confirm that the complementarity of taste positively influences the perceived relevance of the blend and its negatively influences its perceived novelty. The analysis also reveals a linear relationship between perceived relevance and approval, whereas the relationship between perceived novelty and approval follows a quadratic trend (U-curve).

Les mécanismes cognitifs d’acceptation d’une innovation alimentaire de discontinuité : le cas des insectes en France

Dans un contexte de mutation des modes de consommation alimentaire, les innovations de discontinuité constituent en enjeu considérable pour l’industrie. L’objectif de cet article est d’identifier les processus cognitifs d’acceptation d’une innovation alimentaire de discontinuité à travers l’étude des mécanismes de classification et d’encodage de la catégorisation. Une étude qualitative appliquée à la consommation humaine d’insectes permet d’identifier ces mécanismes en fonction du degré de transformation des produits, et leurs effets sur l’acceptation par les consommateurs. Ces résultats permettent notamment d’enrichir la théorie du comportement décisionnel et visent à éclairer les fabricants sur les leviers marketing à actionner pour faire accepter une innovation alimentaire de discontinuité.

Cognitive acceptance mechanisms of discontinuous food innovations: The case of insects in France:

In a context of changing food consumption patterns, discontinuous innovations are a major challenge for the food industry. This article aims to identify the cognitive processes underpinning the acceptance of discontinuous food innovations through the study of classification and encoding mechanisms of mental categorisation. A qualitative study applied to entomophagy explores these mechanisms according to the extent of product processing and their consequences on acceptance by consumers. These results enrich Behavioral Decision Theory and help manufacturers understand the marketing levers that can be used to facilitate acceptance of these innovations.