Chapter 4 - The Product

Why are gifts often wrapped, according to research?

• Wrapped gifts are perceived as more valuable

• Wrapping is a modern Western marketing tactic

• Unwrapped gifts are more traditional in Eastern cultures

• Wrapping reduces the cost of gifting

In Chinese culture, what do red and gold wrapping papers symbolize?

• Protection and family

• Good fortune and happiness

• Modesty and strength

• Youth and longevity

Which traditional Korean wrapping method uses colourful fabric squares?

• Furoshiki

• Origami

• Bojagi

• Hanbok

What is a key reason for wrapping gifts in Western cultures?

• To reduce gift size

• To enhance taste perception

• To improve texture

• For tradition and aesthetic

According to Patrick et al. (2017), how does packaging affect perception?

• Transparent boxes are preferred

• Opaque boxes suggest higher value and cleanliness

• See-through wrapping increases anticipation

• Small boxes are believed to hold expensive items

What does the expectation disconfirmation theory explain?

• Why packaging affects shelf-life

• How brand loyalty develops

• Customer satisfaction based on expectations vs outcome

• Why packaging increases prices

According to Rixom et al. (2019), sloppily wrapped gifts may be...

• Disliked due to lack of effort

• Rejected outright

• Seen as culturally inappropriate

• Appreciated more due to lower expectations

What is a planogram?

• A device for eye tracking

• A type of packaging

• A customer feedback chart

• A schematic for product placement

What does 'horizontal centrality' refer to?

• Bias towards center items in a horizontal layout

• Use of horizontal packaging

• Visual preference for upper shelves

• Focus on vertical product displays

What is central fixation bias?

• Tendency to focus on the center of a display

• Preference for flashy packaging

• Tendency to ignore center items
  

• Distrust of central shelf items