| Summary: | 碩士 === 國立政治大學 === 傳播學院傳播碩士學位學程 === 106 === There is a serious problem of obesity in Taiwan, because of unhealthy food, as well as the environmental factors in our daily life, especially the design of packaging when shopping in the store. As one of primary promotional tools for marketing, packaging, such as the product unit image on package, has an impact on the attitude of consumers toward the product as the aspect of aesthetics, but also on the consumers’ perception of product quantity the package contains and actual consumption. Nevertheless, individual difference could result in different results. High self-awareness consumers always pay attention to their own behaviors, so they would not be influenced by the external environment. However, low self-awareness consumers are affected by the surroundings constantly. Hence, for closing down the individual difference and the influence of the design of packaging, this research examines whether front-of-pack nutrition labels help consumers determine the prodct quantity correctly or not.
There are three studies. The first study explores the impact of the product unit image on the high-/low-awareness consumers’ perception of product quantity, and examining the actual consumption in the second study. The final study attempts to explore the effect of front-of-pack nutrition labels on the product unit image. The main findings are as follows. First, the product unit image influences the perception of product quantity for per serving significantly. Second, the effect of the product unit image varies from the level of self-awareness. Third, the format of front-of-pack nutrition labels affect the efficacy of information. This research puts emphasis on Objective Self-Awareness theory for the influence of the packaging design on the consumers’ perception and behavior, and suggests the better practical application of front-of-pack nutrition labels. The research also concludes with suggestions for future research.
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