Make it unique! Why embossed product labels increase purchase intentions and willingness to pay
Date
2025
Authors
Favier, M.
Jaud, D.A.
Saintives, C.
Editors
Advisors
Journal Title
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Volume Title
Type:
Journal article
Citation
Journal of Product and Brand Management, 2025; 34(2):173-185
Statement of Responsibility
Manon Favier, David A. Jaud, Camille Saintives
Conference Name
Abstract
Purpose – This paper aims to explore the influence of a particular label surface texture, i.e. embossing, on consumer purchase intentions 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, Study 2 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.
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Dissertation Note
Provenance
Description
Article publication date: 27 August 2024
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© 2024, Emerald Publishing Limited