Perceived Value Drives Purchasing, Emotion Drives Sharing: Effects of Packaging on Consumer Behavior

Barcelona, Spain · May 2026

Posters · Choices & Consequences: Judgment and Decision-Making

Rin Okumura
Chuo University
Ippeita Dan
Chuo University
Takayuki Yamamoto
MORINAGA & CO., LTD
Hitomi Tsuchiya
MORINAGA & CO., LTD
Yasushi Kyutoku
Chuo University

Abstract

We aimed to elucidate and compare the influence of packaging elements on sharing and purchase behavior through SOR model construction. The results revealed that “value-oriented” factors are relatively more important for purchasing, while “emotion-oriented” factors are more salient for sharing, demonstrating the impact of packaging on consumer behavior.

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Perceived Value Drives Purchasing, Emotion Drives Sharing: Effects of Packaging on Consumer Behavior

Abstract

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