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L’effetto del packaging sulle percezioni di qualità del prodotto nel mercato vinicolo
Titolo Rivista: MERCATI E COMPETITIVITÀ 
Autori/Curatori: Gabriele Pizzi, Daniele Lama 
Anno di pubblicazione:  2015 Fascicolo: Lingua: Italiano 
Numero pagine:  22 P. 61-82 Dimensione file:  510 KB
DOI:  10.3280/MC2015-003004
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Il packaging si è evoluto nel tempo da semplice contenitore a strumento chiave della comunicazione di marketing. Se la letteratura, da un lato, ha approfondito l’effetto del packaging sulle associazioni mentali che influenzano le scelte dei consumatori, d’altro lato non ha ancora chiarito se tale effetto si estenda alla sfera sensoriale traducendosi in distorsioni percettive capaci di influenzare anche le valutazioni dei consumatori. Questo studio si concentra sulle percezioni di qualità da parte dei consumatori in funzione del packaging utilizzato per confezionare il vino, separando l’effetto del contenitore dal contenuto. I risultati di uno studio sperimentale mostrano come diversi tipi di packaging inducano differenti percezioni di qualità perfino riguardo lo stesso prodotto.


Keywords: Packaging, qualità percepita, valutazioni sensoriali, elementi estrinsechi, esperimenti, vino

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Gabriele Pizzi, Daniele Lama, in "MERCATI E COMPETITIVITÀ" 3/2015, pp. 61-82, DOI:10.3280/MC2015-003004

   

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