Chapter 9 - Buying the Product

Porublev investigated Ps feelings about [ ].

Porublev used 20 in-depth [ ] to explore Ps perceptions of the importance of gift-wrapping.

Porublev also conducted an observation of a gift-wrapping [ ] at Christmastime.

Porublev also held 6 [ ] where Ps chatted in pairs and each wrapped 2 gifts.

The vast majority of Porublev's data collected about gift-wrapping was [ ], focusing on Ps' ideas and reasoning.

Becker investigated the effect of packaging on taste [ ] as well as perceptions of a product's quality and price.

Becker investigated the effect of packaging on taste intensity as well as perceptions of a product quality and expectations about [ ].

Which combination did Becker HYPOTHESIZE would cause taste to be perceived most intensely?

• angular, high-sat color

• angular, low-sat color

• round, high-sat color

• round, low-sat color

Becker also investigated whether a P's [ ] would influence the way packaging affected them.

Becker used pretesting of [ ] Ps to select the angular/round design and high/low-sat color combinations.