Can anthropomorphic design in beverage packaging enhance impulse buying intention? Amazing visual and verbal cues!

ABSTRACT: The anthropomorphic design of beverage packaging has gained significant attention as an innovative marketing strategy. This study systematically examines how anthropomorphic visual and verbal cues in beverage packaging influence consumers' impulse buying intentions. Grounded in the Stimulus-Organism-Response model, Social Presence Theory, and Empathy Theory, the research employs a consumer survey to validate the mediating roles of positive emotions, social presence, and empathy in the relationship between anthropomorphic design and impulse buying intentions. A comprehensive causal model was developed to explore these relationships. While modern packaging techniques and visual elements enhance the appearance of beverage packaging, they did not significantly trigger empathetic responses. Thi

SUBMITTER: Tian Y 

PROVIDER: S-EPMC12169521 | biostudies-literature | 2025

REPOSITORIES: biostudies-literature