可视化鲜奶储存温度识别包装技术与设计

目的 让消费者通过鲜奶包装上的可视化鲜奶储存温度标识识别鲜奶是否按规定的温度储存,降低时间温度指示标签技术的成本,使其更易应用于鲜奶包装。方法 通过设计3种不同类型的时间温度指示标签,帮助消费者识别鲜奶的存放温度是否合适。结果 油墨消色型和油墨显色型时间温度指示标签适合瓶装鲜奶的储存温度识别,扩散型时间温度指示标签适合利乐包装鲜奶的储存温度识别。结论 可视化储存温度识别包装技术可确保鲜奶质量安全,让消费者放心购买,同时也提升了奶制品企业品牌的形象。     

危险化学品包装的危险公示标签要素比对分析

目的为了降低危险化学品的流转风险,研究危险化学品包装的危险公示标签要素。方法总结国际和国内对于危险化学品危险公示的管理和技术要求,并对不同危险品管理法规的危险公示象形图的使用进行比对分析。结果通过对不同法规体系下危险公示要素的比对分析,给出了同一危险分类的象形图要求,为危险化学品的生产方、使用方及相关方提供借鉴。结论危险化学品包装危险公示标签是针对危险化学品而设计的一种安全标识和警告标识,确定了不同危险品管理法规对危险公示标签象形图的使用要求,为简便、快速、正确使用危险公示标签提供技术指导。     

Effects of Private and Public Label Packaging on Consumer Purchase Patterns

The evaluation of package branding is important to determine its ability to connect with consumers on an emotional level. In the past, focus groups have been the traditional method used to evaluate branding; however, focus groups can be seen as an inaccurate method of gathering data due to purely qualitative data collection. This paper presents a retail shopping experiment conducted in CUShop?, a consumer experience laboratory, to determine whether consumers prefer a public label product versus a private label product, utilizing eye tracking to analyse the decision‐making process. Results illustrated that purchase decision as well as time spent observing packaging indicates that participants preferred public branded packaging with respect to its private label competitor. Copyright © 2013 John Wiley & Sons, Ltd.     

How Do Packaging Material,Colour and Environmental Claim Influence Package,Brand and Product Evaluations?

The success of environment‐friendly packages is highly dependent on consumers' understanding and acceptance of these packages. In an experiment using a 3 × 2 between‐subject design, this study tests how style elements (i.e. the material and the colour) influence perceptions of packaging environment‐friendliness when an environmental claim is either absent from or displayed on the package. Next, the study tests the effects of the style elements and environmental claim on the evaluation of the social responsibility of the brand as well as on the inferences about product environment‐friendliness. Based on the responses of 207 participants from a Dutch consumer panel, the results show that the style elements and environmental claim influenced both the evaluations of packaging eco‐friendliness and the social responsibility of the brand. When an environmental claim about the package was displayed on the package, the results show that the material is worth a thousand words as the credibility of the claim was always significantly higher when the package was made of a fibre‐based material. Finally, the effect of the material on the inferences about product environment‐friendliness is underlined and implications for designers, managers and policy‐makers are highlighted. Copyright © 2017 John Wiley & Sons, Ltd.     

Munchy Monster: Using video gaming to objectively evaluate front‐of‐pack labelling strategies for school‐aged children

Marketers have long targeted children in an attempt to influence food purchases. This is not the case for regulators; nutrition information is complex, using decimal places, percentages, and units of measure. It has been suggested that the approach to nutrition labelling in the United States is difficult for some adults to interpret, let alone children. This is unfortunate as children influence purchase decisions and childhood is a critical time for developing long‐lasting eating habits. An alternative approach to traditional nutrition labelling employs the use of front‐of‐pack (FOP) nutrition labels. FOPs provide simplified, truncated nutrition information on the front of packages. The objective of this work was to evaluate how four different FOP label designs impact the ability of children to assess product healthfulness and time to assessment. Children aged 6 to 10 played a video game where they fed “Munchy Monster” the healthier of two products. The principal display panels (PDPs) of two mock brands of cereal appeared together on a computer screen, and children were instructed to feed Munchy Monster the healthier of the two options as quickly as they could by pressing one of two arrows. Across trials, the FOP format varied in a 2 (colour/no colour) × 2 (facial icon/no facial icon) factorial design. Within a trial, both cereals presented the same FOP format, with one healthier than the other. Two groups of children participated in trials; those in the uninstructed group were simply asked to feed the monster the healthier cereal (n = 38); the “minimally instructed group” (n = 41) was told that “this part of the package” (the FOP) might help you decide which is healthier.” Accuracy of selection and time to selection were dependent variables. With regard to accuracy, both groups showed evidence of a significant face by colour interaction (P < .001), with the colour or facial icon presence improving accuracy. For uninstructed participants, accuracy of selection significantly improved with any combination of colour or facial icon, and all other labels were improved when accuracy was compared with the treatments with no face/no colour, but none containing colour and/or facial icons differed from one another. Minimally instructed participants were also more accurate in identifying the healthier product for all FOP label designs compared with the no face/no colour condition (P < .001). However, the trials with FOPs including both face with colour also performed better than the face with no colour label, P = .001. A main effect of colour was evident for both groups when time to correct selection was the dependent variable (α = .01). Results demonstrated that colour coding and/or facial icons significantly benefit selection accuracy and speed, particularly for the youngest children. Minimal training further improved accuracy and speed of responses. FOPs that leverage visual indicators assist even young children in assessing the nutritional value of a product. This should be considered as FOPs are debated and standard practices regarding these labels emerge.     

冷鲜肉新鲜度指示标签的研究及应用进展

目的探究新鲜度指示标签在冷鲜肉包装领域的研究现状及应用进展,为新鲜度指示包装的应用提供理论基础。方法介绍新鲜度指示标签的定义和功能,并根据生鲜肉类腐败过程中产生的不同特征反应物进行分类,阐述不同类型指示标签的工作原理。探究新鲜度指示智能标签在国内外的研究现状及应用,并分析制约智能指示标签发展的因素。结论新鲜度指示标签在一定程度上代表着智能标签的发展程度,是食品包装未来发展的研究热点和方向之一;由于成本高、制作工艺复杂等因素的影响,国内还没有达到商业化程度,还需从技术角度继续深入研究,以开发出低成本、高精度的新鲜度指示标签,进而推动智能标签的商业化应用。     

气体指示与纳米智能标签在食品包装中的发展综述

目的 综述气体指示型智能标签及纳米智能标签技术的原理、特点以及在食品包装方面的应用。方法 重点介绍气体指示型智能标签中新鲜度指示、成熟度指示、泄露型指示、无线射频识别等智能标签和纳米综合性指示器的工作原理、应用研究,以及智能标签的发展趋势。结论 智能标签技术在食品包装行业受到了广泛关注,在推进食品包装智能化发展,维护食品安全,加强包装防护,提高质量监控等方面起到了重要作用,是未来食品包装发展的主要方向。     

The Effect of Modifying Structure to Display Product Versus Graphical Representation on Packaging

Research is presented that investigates whether the amount of physical product visible from the primary display panel of a package has an effect on consumer attention and purchase decision in the category of grill ware. It is hypothesized that a package providing the most physical product exposure will be preferred by consumers over alternative structural designs. To test this, three similar products were placed in four distinct package structures varying the amount of visible product exposure (0%, 40%, 90% and 100%). The packages were positioned on the shelves of the fully immersive simulated shopping environment CUshop?. A total of 127 participants were fitted with eye‐tracking glasses and presented a shopping list that included one of the three grill ware products (fork, spatula and tongs). Participants were asked to shop as they normally would, and data concerning their visual attention in the store and final purchase selection was collected. Purchase patterns showed that the packaging that revealed the most physical product possible was chosen more than the other three configurations tested. Analysis of eye‐tracking data supports expected behaviour, suggesting that consumers prefer to see at least some of the product, with the 0% visible product receiving significantly fewer fixations, a slower time to first fixation and lower total fixation durations. Copyright © 2012 John Wiley & Sons, Ltd.     

Measurement and analysis of the second‐day air small and light‐weight package shipping environment within Federal Express

This study measured and analysed the parcel shipping environment within Federal Express. The package sizes and weights monitored in this study represent the ‘light‐weight’ and 'small‐size' packages within the FedEx handling system. Five packages, ranging in size from 0.18 × 0.19 × 0.13 m to 0.36 × 0.37 × 0.31 m, and weighing 1.9–2.5 kg, were shipped, both with and without warning labels with the text ‘Fragile – Handle With Care’. The shipments were done between Michigan and California or Florida using the second‐day air shipment mode. The data showed that neither the package size/weight nor the labels had any significant effect on the severity of drop heights. The highest drop height measured was 1.85 m. The data is presented in terms of drop heights associated with the 90, 95 and 99th percentile of occurrence. Impact orientation is also discussed. Copyright © 2004 John Wiley & Sons, Ltd.     

基于服务设计思维的酉州苗绣品牌升级研究

目的基于服务设计思维,通过推动民族企业从商品交易向品牌服务转型的研究,探索民族地区精准扶贫新思路。方法运用服务设计思维与方法,厘清酉州苗绣品牌的利益相关人,通过用户体验地图和企业SWOT(Strengths Weaknesses Opportunities Threats)分析,进行用户需求洞察与挖掘、用户接触点分析、企业营销策略和渠道定位。结果提出转型新零售(实体店+互联网)的酉州苗绣品牌升级方案,通过品牌形象整理和VI形象优化,提升品牌形象;通过设计微信小程序和APP,促进品牌数字化升级,为民族企业打造线上线下的新零售模式。结论通过基于服务设计思维的酉州苗绣品牌升级研究,探索民族企业在服务经济时代转型新零售的服务模式,挖掘和吸引年轻消费群,扩大民族企业的生产、销售规模,使企业吸收更多贫困地区的妇女和残疾人就业,精准扶贫,打造民族地区企业品牌。     

面向碳中和和碳达峰的时尚品牌价值影响因素模型构建研究

目的 研究双碳背景下时尚品牌品牌价值的影响因素,研究重点聚焦在低碳营销、低碳品牌形象与消费者购买意愿之间的关系。方法 首先,梳理出双碳背景下时尚品牌纺织服装产品碳足迹在原材料采购、生产制造和产品销售三个环节所面临的挑战,并分析其成因;其次,根据成因与品牌低碳营销、低碳品牌形象和消费者购买意愿的关系,构建了双碳背景下时尚品牌价值影响因素模型,提出研究假设;最后,运用因子分析、相关性分析和回归分析来验证变量之间的关系,并测试中介效应。结果 品牌低碳营销对低碳品牌形象产生正向影响,同时品牌低碳营销和低碳品牌形象均对品牌价值产生正向影响。消费者购买意愿在品牌低碳营销和低碳品牌形象影响品牌价值中起到部分中介作用。结论 影响时尚品牌价值的主要因素包括品牌的低碳营销策略和低碳品牌形象建设。为实现可持续发展目标,时尚品牌需要在原材料采购、生产制造和产品销售等环节采取低碳措施,积极推行低碳营销策略,塑造具有低碳特色的品牌形象,从而提高品牌价值。本研究对象是时尚品牌中的纺织服装产品,但研究结果也可以在一定程度上适用于奢侈品牌、生活方式品牌及其领域产品。     

Remanufactured products purchase intentions and behaviour: Evidence from Malaysia

One of the greatest threats to widespread diffusion of closed-loop supply chain (CLSC) practices in support of consumer goods is the lack of consumer acceptance of remanufactured products. Although the preponderance of extant CLSC research historically focused on product reclamation and remanufacturing practices, consumer acceptance of remanufactured products is now receiving more attention. However, significant gaps in the literature remain to include examining actual consumer behaviour in the presence of alternative offerings. Using theory of planned behaviour and data gathered from Malaysia, this research addresses these gaps by examining how consumer attitude, subjective norms and perceived behavioural control with regard to purchasing remanufactured products affect consumer intention to purchase remanufactured consumer electronic products. Then, actual purchase behaviour is compared with purchase intentions to determine if consumers followed through with their intentions. Findings suggest that consumers are most apt to purchase energy-efficient offerings regardless of their original intentions.     

A study of the effect of pictorial markings and warning labels on handling of packages in the DHL single‐parcel environment

Over the past two decades, there has been a heavy influx in the number of direct‐to‐consumer express shipments of packaged products. As a consequence, parcel delivery companies, such as DHL, FedEx and UPS, have strengthened their presence in air transport. This study measured and analysed the effect of moving single packages through air shipments in the USA using one of the newest service providers, DHL. The study also quantified the effect of placing pictorial markings and warning labels on mid‐sized and lightweight packages when using Next‐Day and 2nd Day services provided by the carrier DHL. Instrumented packages measuring 0.38 m × 0.34 m × 0.34 m and weighing 6.8 kg were shipped from Michigan to California and New York. A total of 48 trips were conducted to collect the data for this study. The results show that for the Next‐Day and 2nd Day service, packages with labels, as compared with those without labels, were subjected to approximately the same number of drops for shipment to California, and approximately 35% less drops for shipments to New York. The drop‐height data for the shipments are presented in terms of drop heights associated with the 90, 95 and 99th percentile of occurrence. Impact orientation is also discussed. Copyright © 2007 John Wiley & Sons, Ltd.     

The use of change detection as a method of objectively evaluating labels

This study introduces the use of change detection, a technique used in cognitive psychology to measure attentional scan paths, as a way to objectively evaluate the prominence of varied label elements. There are two major objectives related to this work: (a) to develop change detection software and methodology for label use; and (b) to compare the relative prominence of different label elements on a beverage container. Six label elements (i.e. treatments) were analysed, namely: the manufacturer name, the product name and a warning dot with text in three colours. Study results suggest that experimental set‐up can significantly impact results, specifically the position of the change (p = 0.0078) and the order of appearance (p = 0.069). This is not only important from an experimental design perspective, but also could lead to insights regarding the attentive behaviours of people as they purchase, select and use products. With regard to the elements of the labels tested, we identified a significant difference on time to detect a change (p < 0.0001). Time required for the manufacturer's name, Asahi Breweries, was significantly longer than for any of the other label elements (p < 0.0001). Pairwise comparisons indicated that for the warning dot, red text was located marginally faster than the warning printed in black (p = 0.0566). Change detection offers the promise to objectively evaluate the relative prominence of a label (or a scene) but is quicker and cheaper than other methods, such as eye tracking, that are currently utilized for this purpose. Copyright © 2010 John Wiley & Sons, Ltd.     

Strategic Use of Colour in Brand Packaging

This paper explores the little‐known issue of the functions of packaging colours, specifically how colours help to capture consumers' attention and affect perceptions at the point of purchase. By surveying colour‐related research, the study makes a first attempt to highlight the multifarious nature and multiple functions of packaging colour. The study also develops a theoretical base and proposes a framework that incorporates the functions of packaging colours and their inter‐relationships. By having this approach, the study contributes to the field in terms of summarizing the existing knowledge and pointing out gaps in knowledge and avenues for future research. In addition, the study highlights aspects for marketers and managers to consider in their attempts to develop brand identity. Copyright © 2014 John Wiley & Sons, Ltd.     

Tamper evidence—a vital issue in packaging development

The food industry is increasingly facing the risk of being blackmailed. Major brands are the targets of blackmailers and manufacturers are forced to disclose an attack, with great damage to the brand name. But who will take the risk of a single life lost due to poisoned food products? Therefore the current focus within packaging development is on tamper‐evident packaging, either by integrated solutions or by additional applications, such as labels. Analysing real blackmail incidents throughout the world helps to understand the process in detail. Two major issues have to be distinguished: on the one hand, the prevention of tampering; and on the other hand, the capability of finding already tampered products on the shelf by integrated identification. Copyright © 1999 John Wiley & Sons, Ltd.     

罐装婴幼儿奶粉营养标签及营养素的调查分析

目的分析罐装信息,为消费者选购国内外婴幼儿奶粉提供细致参考。方法通过网络调查和实体店走访的形式,调查分析不同品牌、不同年龄阶段罐装奶粉的营养标签等信息。结果京东麦乐购母婴商城和实体店31种品牌罐装奶粉的营养标签标识率均为100%,其中标识率较高的营养成分包括能量、蛋白质、碳水化合物、脂肪、维生素(A,D,E,K,C)和矿物质(钙、铁、磷、锌)。美系罐装奶粉蛋白质含量标识数高于其他系别,但其他营养素标识数则没有显著差异。同一罐装奶粉品牌不同系列的营养标识中重要营养素含量大同小异,而不同品牌的罐装奶粉营养素含量标识数则差异较大。其中,美赞臣罐装奶粉注重提高婴幼儿脑部智力发育,其DHA和ARA含量标识数较高(P0.05);雅培罐装奶粉注重增强婴幼儿体质,其钙、铁、磷等矿物质含量的标识数较高(P0.05);惠氏罐装奶粉的叶黄素含量的标识数较高(P0.05),且含有天然胡萝卜素的标识。结论消费者按照婴幼儿的体质、生长阶段和生活喜好的不同,可根据营养标签来选择最合适的罐装奶粉。     

Identifying research topics in marketing science along the past decade: a content analysis

In recent years, how marketing science is conceptualized has changed, as have the methods through which data are investigated. This reconceptualization is making a significant impact on the most important topics of this discipline. Here, a novel approach is used to analyse a collection of 1169 abstracts from articles published in the Journal of Marketing Research and the Journal of Marketing from 2005 to 2014. We apply statistical methods to answer the following questions: How is vocabulary commonly used in marketing science? What are the most relevant topics of these journals? Which articles are the most influential? What words do authors prefer? Is the consumer among the primary topics in marketing research? A set of easy-to-read visual representations are provided to answer these questions. We highlight two main findings: (i) consumers and customers are the main topics of these marketing research journals, which emphasizes the growing interest in consumers and consumer behaviour as the core of both brick-and-mortar and online businesses; and (ii) in contrast to previous periods, product has become an essential concept, perhaps due to the emergence of new product considerations and new and enhanced interrelations.     

25th Anniversary Article: Label‐Free Electrical Biodetection Using Carbon Nanostructures

Nanostructures are promising candidates for use as active materials for the detection of chemical and biological species, mainly due to the high surface‐to‐volume ratio and the unique physical properties arising at the nanoscale. Among the various nanostructures, materials comprised of sp²‐carbon enjoy a unique position due to the possibility to readily prepare them in various dimensions ranging from 0D, through 1D to 2D. This review focuses on the use of 1D (carbon nanotubes) and 2D (graphene) carbon nanostructures for the detection of biologically relevant molecules. A key advantage is the possibility to perform the sensing operation without the use of any labels or complex reaction schemes. Along this spirit, various strategies reported for the label‐free electrical detection of biomolecules using carbon nanostructures are discussed. With their promise for ultimate sensitivity and the capability to attain high selectivity through controlled chemical functionalization, carbon‐based nanobiosensors are expected to open avenues to novel diagnostic tools as well as to obtain new fundamental insight into biomolecular interactions down to the single molecule level.     

RFID tag readability issues with palletized loads of consumer goods

Radio Frequency Identification (RFID) is an automatic identification technology, relying on storing and remotely retrieving data using devices called RFID tags. This technology is being used in enterprise supply chain management‐related applications to improve the efficiency of inventory tracking and management. However, this technology has not been able to realize its promised potential because of several factors, such as lack of congruous worldwide standards, privacy issues and less than perfect read rates in supply chain applications. This research aimed to evaluate the readability issues commonly faced by tagged cases of palletized consumer products. The variables studied in this research were product‐package type, tag type, tag location on cases, pallet pattern and forklift speed through a RFID portal representative of a dock door in a warehouse. To determine which variables were the most significant, a binary logistic regression was run. The number of tags read was inputted for the number of events and total number of products per pallet as the number of trials. The variables product content, pallet pattern, and speed, and all interactions were then included in the model. It was observed that readability greatly varies for different product‐package systems, with paper towels producing near‐perfect reads, followed by bottled water and carbonated soda cans. The slower the forklift truck speed, the better the readability across the board, and the best pallet patterns were dependent on the product‐package type. For bottled water, the best pallet pattern was column, and for carbonated soda, the interlocking pattern. Copyright © 2009 John Wiley & Sons, Ltd.