The influence of creative packaging design on customer motivation to process and purchase decisions
基于最佳唤醒理论，研究了包装设计的创意维度（如差异性和相关性）如何影响顾客的处理动机、说服效果和购买决策，发现包装设计能在特定条件下激发顾客好奇心，且其效果在零售情境中与广告情境不同。
Creativity is a growing area of retailing research. Drawing upon the optimal-arousal theory, this research examines how the dimensions of packaging design creativity, such as divergence and relevance, have varying levels of influence on customer process, persuasion, and response measures. The findings show that packaging design can evoke customer curiosity in certain conditions. Further, the results suggest that the effect of packaging design creativity differs significantly in the retail context, in contrast to earlier studies that have mostly focused on the context of advertising. The findings provide new insights and implications for retailers, brand managers, and packaging designers to understand how creativity impacts customer decision making.