Embalagem dos alimentos e comportamento de compra em França e no Japão
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£16.71
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Reviews & Ratings
As exigências dos consumidores em termos de cor das embalagens variam de acordo com os seus valores e, acima de tudo, com a sua cultura. As cores provocam sensações e emoções que variam de um indivíduo para outro e, sobretudo, de uma cultura para outra.
Essas mesmas sensações, positivas ou negativas, dependem da experiência do consumidor e dos códigos culturais adquiridos ao longo da sua vida. Naturalmente, "a cor exerce efeitos psicológicos e fisiológicos sobre o indivíduo" que influenciam inconscientemente o comportamento.
Os especialistas em marketing e em embalagens têm, por conseguinte, todo o interesse em dar importância à cor, que, se for bem utilizada, terá um efeito muito positivo nas vendas dos produtos alimentares. .
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£27.18
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