The influence of character's gesture on impression of product and character itself - A case of a confection package

Abstract

In this research, it is clarified how consumers' images gained by "character gestures" influence product images. We conducted a questionnaire survey on multiple samples with different gestures using the confection package using the character. Evaluation items related to "I am interested ↔ I am not interested" were extracted. Cognitive elements related to "image up" and "interest degree" are shown. Based on the results of the survey, we prepared examples of confectionary package revisions, conducted a verification study and considered the usefulness of knowledge.