In terms of the ranking task, and based on the results reported by Michel et al. (2015), we tested whether people might be willing to pay more for packaging pasta images that were oriented in a preferred as opposed to a non-preferred orientation.
The results (see Table 2) hint at there being a somewhat complex relationship between the optimal orientation of the central elements on the product packaging and the WTP measure. In particular, the unshaded stimuli in the table (Campanelle and Pipette) were those where the participants in Experiment 1 had expressed a clear preference for one orientation relative to the others. In terms of the ranking task, both preferred orientations of these stimuli were liked more as compared to the same products when aligned as in the original packages. Importantly, however, the results revealed no significant difference between the packages in terms of the WTP measure. The shaded stimuli in the table (Gemelli and Izadi) were those where multiple preferred orientations (including the original orientation) were identified.
In terms of the ranking task, and based on the results reported by Michel et al. (2015), we tested whether people might be willing to pay more for packaging pasta images that were oriented in a preferred as opposed to a non-preferred orientation. The results (see Table 2) hint at there being a somewhat complex relationship between the optimal orientation of the central elements on the product packaging and the WTP measure. In particular, the unshaded stimuli in the table (Campanelle and Pipette) were those where the participants in Experiment 1 had expressed a clear preference for one orientation relative to the others. In terms of the ranking task, both preferred orientations of these stimuli were liked more as compared to the same products when aligned as in the original packages. Importantly, however, the results revealed no significant difference between the packages in terms of the WTP measure. The shaded stimuli in the table (Gemelli and Izadi) were those where multiple preferred orientations (including the original orientation) were identified.
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