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The Effect of Disease Salience on the Preference of Multi-Serving Packaging

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Authors
천영진
Advisor
Kiwan Park
Major
경영대학 경영학과
Issue Date
2018-02
Publisher
Seoul National University
Keywords
Disease SalienceProduct PackagingServing SizeSingle-serving PackagingMulti-serving Packaging
Description
학위논문 (석사)-- 서울대학교 대학원 : 경영대학 경영학과, 2018. 2. Kiwan Park.
Abstract
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.
Language
English
URI
http://hdl.handle.net/10371/141277
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College of Business Administration/Business School (경영대학/대학원)Dept. of Business Administration (경영학과)Theses (Master's Degree_경영학과)
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