Summary and Info
Content: Chapter 1 A Practitioner's Guide to Research, or What You Should Know (pages 1–14): Chapter 2 Consumer Packaging: Important Functionally, but Not Attitudinally (pages 15–23): Chapter 3 Starting at the Beginning: Experimenting to Discover What Shape “Wins” (pages 24–34): Chapter 4 Patterns in Packages: Learning from Many Packages and Many Attributes (pages 35–41): Chapter 5 A Gentle Introduction to the World of Systematics (pages 42–49): Chapter 6 Identify What Works by Letting the Competition Do the Work (pages 50–60): Chapter 7 Psychophysics and the Issue of Price/Value (pages 61–70): Chapter 8 Idea Factories: Where Do Packaging (and Other) Ideas Come from? (pages 71–84): Chapter 9 Defining the New Package: Specifying the Package at the Concept Level (pages 85–94): Chapter 10 What Should My Package Say? (pages 95–105): Chapter 11 What Concepts Tell Us versus What Packages Tell Us for the Same Product—Case History: Pretzels (pages 106–116): Chapter 12 “Closing in on the Container” (pages 117–125): Chapter 13 Action and Reality: Using Video for the Package Experience (pages 126–136): Chapter 14 Do Labels Make a Difference? (pages 137–148): Chapter 15 Understanding Nutritional Labeling: Case Study—Ice Cream (pages 149–161): Chapter 16 Healthy Pasta: Nutritional Labeling and the Role of Messages (pages 162–175): Chapter 17 Emotions and Package Design—Coffee (pages 177–187): Chapter 18 Beyond the Stimulus to the “Experience” (pages 188–199): Chapter 19 Homo economicus Rears Its Head (pages 200–209): Chapter 20 Which Should I Choose?—Packages on the Shelf (pages 210–218): Chapter 21 Response Time (pages 219–229): Chapter 22 Combining Eye Tracking with Experimental Design (pages 230–246): Chapter 23 Taking Stock and Summing Up (pages 247–252):
More About the Author
Howard Moskowitz is an American market researcher and psychophysicist. He is best known for the detailed study he made of the types of spaghetti sauce and horizontal segmentation.
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