Is the Modern Consumer a Buridan’s Donkey? Product Packaging and Consumer Choice

Dados Bibliográficos

ID20060297
AutoresFranck Cochoy (0000-0002-0382-5660, Institut Universitaire de France, autor correspondente)
Ano2020
Páginas205-227
Data de publicação2020-05-27
Peer ReviewedSim
Open AccessNão
TipoCHAPTER
PeriódicoElusive Consumption (SOURCE_BOOK)
EditoraRoutledge (PUBLISHER • GB)
DOI10.4324/9781003085232-15
OpenAlexW3029018227
ISBN9781003085232
IdiomaEN
Citações recebidas8

Michel Callon showed all the advantages that demonstrate that calculative agencies of economists really exist in contemporary markets. This chapter shows that packaging is probably one of the most important and powerful mediators in the building of consumer choices and aims to study the packaging of four products that are inseparable in French bars: alcohol, tobacco, coffee and politics. Market professionals know well that consumer hesitation is a rare and fleeting moment. Consequently, they know that this moment must be seized and fixed with care, speed and dexterity. The branding of the law on the product’s body highlights the third transformation of the market relationship that occurred thanks to packaging. Indeed, packaging transforms the old bilateral relationship between the vendor and the consumer into a multilateral exchange. Talking in terms of politization of the market may be surprising if we consider the traditional separation between market and political issues

Advertising · Business · Economics · Political science · Politics · Vendor · Law · Mathematics · Political and Social Issues · Marketing