[雙語翻譯]包裝設計外文翻譯——包裝設計的感官方面（原文）

1、JournalofRetailing93(1,2017)43–54SensoryAspectsofPackageDesign?AradhnaKrishna a,?,1,LucaCian b,1,NilüferZ.Ayd?no? glu c,1a StephenMRossSchoolofBusiness,UniversityofMichigan,701TappanSt.,AnnArbor,MI48109-1234,USA b D

2、ardenSchoolofBusiness,UniversityofVirginia,100DardenBlvd.,Charlottesville,VA22903,USA c CollegeofAdministrativeSciencesandEconomics,Ko¸ cUniversity,RumelifeneriYolu,Sar?yer, ˙ Istanbul34450,TurkeyAvailableonline9Jan

3、uary2017AbstractPackagingisa criticalaspectofthemarketingoffer,withmanyimplicationsforthemulti-sensorycustomerexperience.It canaffectattention, comprehensionofvalue,perceptionofproductfunctionality,andalsoconsumption,w

4、ithimportantconsequencesforconsumerexperienceand response.Thus,whileitwasonceviewedasbeingusefulonlyforproductpreservationandlogistics,packagedesignhasevolvedintoa key marketingtool.Weintroducethelayered-packagingtaxono

5、mythathighlightsnewwaystothinkaboutproductpackaging.Thistaxonomyhastwo dimensions:thephysicalitydimension,whichis composedoftheouter–intermediate–innerpackaginglayers,andthefunctionalitydimension, whichiscomposedofthepu

6、rchase–consumptionpackaginglayers.Wethenbuildonthistaxonomytopresentanintegrativeconceptualizationof thesensoryaspectsofpackagedesignastheyaffectkeystagesofcustomerexperience. ©2016PublishedbyElsevierInc.onbehalfofN

7、ewYorkUniversity.Keywords:Sensorymarketing;Packaging;Design;Customerexperience;ConsumptionIntroductionInthelastdecade,therehas beena paradigmshifttoward developingmoresensoriallyengagingandinteractiveproducts andservice

8、s.Newresearchhighlightsthe importanceof“sen- sorymarketingandembodiedcognition”—theideathatwe perceivethe worldthroughoursensesandthatourbodilysen- sations affectthedecisionswemakewithoutourconscious awareness(Krishna

9、andSchwarz2014). Krishna(2010)defines sensory marketingas “marketingthatengagestheconsumers’ sensesandaffectstheirperception,judgment,andbehavior”(p. 333).Strategically,sensorymarketingprovidesa multi-sensory experience

10、toconsumerswiththe intentionof creatingadditional value.Thesensoryaspectsofproductsandtheirpresentationto consumers(smell,sound,touch,taste,or look),individuallyor throughtheirinterplay,shapetheholisticcustomerexperie

11、nce andtheinteractionbetweencompaniesandconsumers.? Theauthorsacknowledgethevaluableinputoftheeditorsandthereviewers. ? Correspondingauthor.Fax:+17349368716. E-mailaddresses:aradhna@umich.edu(A.Krishna),CianL@darden.virg

12、inia.edu(L.Cian),naydinoglu@ku.edu.tr(N.Z.Ayd?no? glu). 1 Authornamesareinreversealphabeticorderandauthorscontributedequally totheresearch.“Inthepast,communicationswithcustomerswereessen- tiallymonologues—companiesjustta

13、lkedat consumers.Then, theyevolvedintodialogues,withcustomersprovidingfeedback. Nowtheyare becomingmultidimensionalconversations,with productsfindingtheirownvoicesandconsumersresponding viscerallyandsubconsciouslyto t

14、hem”(interviewwithKrishna inHarvardBusinessReview,2015,p. 29). Suchconversations shouldguideproductinnovationandmarketing.Companies shoulddevisetheirmarketingoffersinanall-encompassing manner,usingthesensestodefineprod

15、uctexperiencesand brand identities thatconsumerswillcareaboutandremember. Thispaperaimsto heightenawarenessof theneedfor researchersto focusmoreonthesensoryaspectsof packag- ing.Mostof the previoussensoryresearch

16、in marketinghas focused ontheenvironment(suchas storesettingsor atmo- spherics;e.g.,MattilaandWirtz2008;Spenceet al.2014) or theproductitself(suchas howfoodtastes,looks,and smells; e.g.,HoeggandAlba2007;PeckandCh

17、ilders2008). Lessatten- tionhas beenpaidtopackaging,a situationthatthispapermay helpto ameliorate.Packagingis onecriticalaspectof themar- ketingoffer,withits manyimplicationsfor theoverallcustomer experience.Inth

18、ispaper,wegathertogetherresearchrelated tothesensoryaspectsof packagedesignas theyaffectkey facetsofthecustomerexperience.Wealsointroducean over-http://dx.doi.org/10.1016/j.jretai.2016.12.002 0022-4359/©2016Publi

19、shedbyElsevierInc.onbehalfofNewYorkUniversity.A.Krishnaetal./JournalofRetailing93(1,2017)43–5445Fig.2.Examplesofthelayered-packagingtaxonomy:physicalityandfunction- alitydimensions.2010). Therefore,connectingwithcustomer

20、sthroughsensory cueshelpsmarketersmanageandenrichthetotalcustomer experience. Mostofthesecustomer–brandinteractionsoperateimplic- itly(i.e.,withouttheconsumer’sawareness).Thus,whenasked, consumersoftenbelievethatsensoryi

21、nputshadno impacton them.Controlledstudiesof consumerbehavior,however,in the laboratory andthemarketplace,sayotherwise(Cheskin1972). Giventheamountof marketingstimulito whichconsumersare exposeddaily,unconscioustri

22、ggers,suchas thosethatappealto thebasicsenses,mayhelpmarketersappealto consumersmore efficiently (Krishna2012). Thetotalcustomerexperienceis a sumof thecustomer’s shoppingexperience(interactionwiththeretailenvironm

23、ent, thesalespeople,andothercustomers;HuiandBateson1991), productexperience(interactionwiththeproduct;Hoch2002), communicationexperience(interactionbetweenthefirm,the customer,andothercustomers;Krishna,Cian,andSokolova 2

24、016), brandexperience(interactionwithbrand-relatedstim- uli,e.g.,colors,shapes,andfonts;Brakus,Schmitt,andZhang 2008), and,finally,theconsumptionexperience(Aydinogluand Sayin2016; Brakus,Schmitt,andZarantello2009). T

25、hedesign andpresentationof packaging—eitherconsumptionpackagingorpurchasepackaging—isoftena keycomponentinallsuch experiences.Purchasepackagingis a keycontactpointbetween thecustomerandthefirmandhasimplicationsforatt

26、entiongen- erationandbrandimage;consumptionpackagingthen creates productengagementandaffectsconsumption. Wediscussbelowthecriticalsensoryaspectsof package designas theyaffectthemultifacetedandintegratedprocesses custo

27、mersgo throughas partoftheirtotalexperience.Cus- tomers’purchaseexperiencestartsbybeingdrawnintoward theproductthroughconscious(orevenunconscious)attention. Assuch,we discussthevariouswayspackagingcancreateand enhance

28、 visualsalienceofthe productto attractconsumeratten- tionandgenerateinterest.Theattentiveconsumerthensearches forinformationof theproduct’svalue.We presenta review ofhowthedifferentverbalandvisualcuesthatmaybeused

29、aspartofpackagedesigncanconveysuchinformation.As theconsumermovestowardfinalpurchaseand,consequently, theconsumptionexperience,generatingpersonalengagementis critical.The sectiononcustomerengagementfocuseson both theco

30、nsciousas wellas theautomaticprocessesthroughwhich packagingelementsmightimproveconnectionwithcustomers. Specifically,wereviewextantresearchon mentalimagery,influ- enceofcolorsandshapes,andolfactoryandhapticproperties

31、of packaging.Next,we discussthedirectinfluencesof packaging onconsumptionexperiencethroughitseffecton consumers’ sizeperceptions(before,during,andafterconsumption).We alsoreviewthevariousbiasesthatconsumersarevulnerabl

32、eto aspartoftheirconsumptionmonitoringprocesses.Wefinish witha generaldiscussionof theintegratednatureof thesecom- ponents as partofthemulti-sensorycustomerexperience,and suggestlinesoffutureresearch.Stagesofthe Mul

33、ti-sensoryCustomerExperience1 AttractingAttentionandInitiatingtheCustomer ExperienceMostof thetime,a company’sproductis placedbetweensev- eralothersimilar(competitors’)productseitherinretailstoresor aspartofmarketing

34、communications.Consequently,packaging mustfirstattractthe customer’sattention(alsocalledbottom- upattention;Milosavljevicand Cerf2008). Below,we discuss theimportanceof visualsaliencein attractingattentionandthe wa

35、ysin whichsaliencecanbeincreasedthrougheffectivedesign ofpurchasepackaging.Accordingly,ourdiscussionhererelates mainlyto elementsof outerphysicalpackaginglayerandthe purchasefunctionalitypackaginglayer.Importanceof V

36、isualSalience Extensivevisualneuroscienceresearchhasshownthatvisual attributesthataffectthesalienceofstimulican likewiseimpact where andhowlongindividualsfixateon complexdisplays,such asvendingmachinesor supermarketsh

37、elves(Milosavljevicet al. 2012). Thus,consumersfixatelongeron morevisuallysalient itemsrelativeto lesssalientitems. Second,recentneuroeconomicstudieshaveshownthatthe amountofvalueindividualsgiveto stimuliwhen makin