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Pharmaceutical Packaging Color and Drug Expectancy

Author

Listed:
  • Olivier Droulers

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Bernard Roullet

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

Pharmaceutical markets are expanding considerably due to the aging population, higher development costs and also direct-to-consumer advertising which entails more demands from consumers and prescriptions from physicians. Pharmaceutical packaging as a visual communication tool is promised to a mounting importance, because of growing blister packaging, safety standards upgrading, expansion of OTC drugs and developing television advertising. This study examines the impact of packaging color on consumers' expectancies towards the drug and seeks determining if prototypical color codes exist for drug categories. Results show a significant influence of color and Darkness on perceived drug potency. Gender differences are discussed.

Suggested Citation

  • Olivier Droulers & Bernard Roullet, 2005. "Pharmaceutical Packaging Color and Drug Expectancy," Post-Print halshs-00078563, HAL.
    • Handle: RePEc:hal:journl:halshs-00078563
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    Citations

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    Cited by:

    1. Yu, Junwei & Droulers, Olivier & Lacoste-Badie, Sophie, 2022. "Why display motion on packaging? The effect of implied motion on consumer behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    2. Debra Riley & Peter Martins da Silva & Sabrina Behr, 2015. "The Impact of Packaging Design on Health Product Perceptions," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 81-89, July.
    3. Lacoste-Badie, Sophie & Gagnan, Arnaud Bigoin & Droulers, Olivier, 2020. "Front of pack symmetry influences visual attention," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    4. Amel Arabi, 2017. "Influence Of Colors On Consumer Behavior “Conceptual And Theoretical Approaches”," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 3, pages 163-170, June.
    5. Thomas Kramer & Caglar Irmak & Lauren Block & Veronika Ilyuk, 2012. "The effect of a no-pain, no-gain lay theory on product efficacy perceptions," Marketing Letters, Springer, vol. 23(3), pages 517-529, September.
    6. Lance Eliot Brouthers & Edward O’Donnell & Dawn L. Keig, 2013. "Isomorphic Pressures, Peripheral Product Attributes and Emerging Market Firm Export Performance," Management International Review, Springer, vol. 53(5), pages 687-710, October.
    7. Schumaker, Lynette Louise & Bond, Virginia A., 2008. "Antiretroviral therapy in Zambia: Colours, 'spoiling', 'talk' and the meaning of antiretrovirals," Social Science & Medicine, Elsevier, vol. 67(12), pages 2126-2134, December.
    8. Amel Arabi, 2018. "Impact Of Packaging’ Color On Pharmaceutical Product Perception And Consumer Beliefs," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 2, pages 115-121, April.
    9. Nima Y. Jalali & Purushottam Papatla, 2016. "The palette that stands out: Color compositions of online curated visual UGC that attracts higher consumer interaction," Quantitative Marketing and Economics (QME), Springer, vol. 14(4), pages 353-384, December.

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