Consumers associate a brand's packaging with functional, social, and emotional benefits.
Depending on how a package is designed consumers associate the packaged product with different benefits Consumers associate a brand's packaging with the same benefits regardless of gender.
The more functional benefits that the consumer associate with a brand's packaging the more the brand is preferred.
The more social benefits that the consumer associate with a brand's packaging the more the brand is preferred.
The more emotional benefits that the consumer associate with a brand's packaging the more the brand is preferred