Get 20M+ Full-Text Papers For Less Than $1.50/day. Subscribe now for You or Your Team.

Learn More →

White and Negro Responses to Package Designs

White and Negro Responses to Package Designs ➤ White and Negro beer drinkers were tested on proposed package designs for a new malt liquor. Verbal measures of preference and physical measures of pupil dilation showed that both groups responded better to designs prepared for whites than to designs prepared for Negroes. The client was encouraged to select one package design to serve both markets. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing Research SAGE

White and Negro Responses to Package Designs

Journal of Marketing Research , Volume 3 (2): 2 – May 1, 1966

Loading next page...
 
/lp/sage/white-and-negro-responses-to-package-designs-6j0GXTapK4

References (4)

Publisher
SAGE
Copyright
© 1966 American Marketing Association
ISSN
0022-2437
eISSN
1547-7193
DOI
10.1177/002224376600300213
Publisher site
See Article on Publisher Site

Abstract

➤ White and Negro beer drinkers were tested on proposed package designs for a new malt liquor. Verbal measures of preference and physical measures of pupil dilation showed that both groups responded better to designs prepared for whites than to designs prepared for Negroes. The client was encouraged to select one package design to serve both markets.

Journal

Journal of Marketing ResearchSAGE

Published: May 1, 1966

There are no references for this article.