S-Space College of Business Administration/Business School (경영대학/대학원) Dept. of Business Administration (경영학과) Theses (Master's Degree_경영학과)
The Effect of Disease Salience on the Preference of Multi-Serving Packaging
- Kiwan Park
- 경영대학 경영학과
- Issue Date
- Seoul National University
- Disease Salience; Product Packaging; Serving Size; Single-serving Packaging; Multi-serving Packaging
- 학위논문 (석사)-- 서울대학교 대학원 : 경영대학 경영학과, 2018. 2. Kiwan Park.
- Humans have developed a set of prevention-focused psychological responses to detect and avoid health-related threats. Such set of psychological responses called the "behavioral immune system" is known to affect evaluations of the self as well as others
however, studies on the effect of the system in consumption context have been limited. Having witnessed consumption behavior changes during the MERS CoV outbreak in South Korea in 2015, I argue that disease salience changes consumers' attitudes towards products in different packaging conditions such as packaging sizes. Through a study, I show that consumers prefer larger, multi-serving packages less than single-serving packages when an infectious disease becomes salient.