Volltext-Downloads (blau) und Frontdoor-Views (grau)

The Influence of Packaging Design on Willingness to pay based on the Example of Tassimo

  • In two experiments, this empirical research examines consumers’ willingness to pay and the likelihood of purchase decisions by thoroughly investigating the neural, behavioral, and psychological properties of packaging design. A general theory is tested by functional magnetic resonance imaging (fMRI) and a NeuroPricing online survey on consumer behavior using the example product Tassimo. Hypotheses are tested with 592 German consumers who evaluated the packaging of Tassimo coffee. A closer look at the neural data from the brain imaging experiment shows that uncertainty can arise among consumers with regard to sustainable packaging and this can have a negative impact on the purchase decision and willingness to pay. The results from both experiments show that it is not possible to make a holistic statement as to which sustainable or enjoyment-focused packaging design increases the likelihood of a purchase decision or the willingness to pay. Implications for future packaging design research and underlying complexities with sustainable packaging are discussed.

Download full text files

  • The Influence of Packaging Design on Willingness to pay based on the Example of Tassimo

Export metadata

Additional Services

Search Google Scholar


Author:Julia Mayer
Advisor:Kai-Markus Müller
Document Type:Bachelor Thesis
Year of Completion:2022
Granting Institution:Hochschule Furtwangen
Date of final exam:2022/08/29
Release Date:2022/08/30
Tag:Packaging design; Willingness to pay
Page Number:52
Degree Program:IBM - International Business Management
Functional area:Marketing
Open-Access-Status: Closed Access 
Licence (German):License LogoUrheberrechtlich geschützt