How the implicit cues within the packaging of nutritional products influence consumers' purchase intentions

This study investigates the influence of implicit in nutritional product packaging on consumer purchase intentions through three distinct experiments. Experiment 1 examines the impact of static versus dynamic implicit on consumer engagement and purchase interest, revealing that dynamic implicit is notably effective in attracting attention and stimulating consumer interest. Experiment 2 delves into the mediating roles of information search and health consciousness, demonstrating their significant influence in the relationship between packaging implicit and purchase intention. Experiment 3 introduces perceived product meaning as a mediating variable, analyzing its effect on the interaction between packaging novelty and implicit actions on consumer purchase intention. The results support the moderating effect of packaging novelty and the mediating role of perceived product meaning. Collectively, these experiments offer fresh insights and empirical evidence, enhancing our comprehension of consumer purchasing behavior.