whose orientation could be changed. In Experiment 1, we took a selection of commercial examples of product packaging, extracted one salient element from the packaging, and thereafter allowed the participants to orient that element into their preferred orientation. In Experiment 2, we assessed whether the orientation selected was obtained as a function of other elements
in the design, and also assessed the effect of specific orientations on consumers’ willingness to pay (WTP) for the product
itself. Finally, we discuss the different findings in light of those found previously concerning visual (packaging) aesthetics and
preference
whose orientation could be changed. In Experiment 1, we took a selection of commercial examples of product packaging, extracted one salient element from the packaging, and thereafter allowed the participants to orient that element into their preferred orientation. In Experiment 2, we assessed whether the orientation selected was obtained as a function of other elementsin the design, and also assessed the effect of specific orientations on consumers’ willingness to pay (WTP) for the productitself. Finally, we discuss the different findings in light of those found previously concerning visual (packaging) aesthetics andpreference
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