Title Page
Contents
논문요약 11
1. Introduction 12
2. Conceptual background 14
2.1. Color associations 14
2.2. Meaning and physiological effects of colors on humans 15
2.3. Packaging 19
3. Theoretical framework 20
3.1. Influence of packaging color 21
3.2. Taste (Palatability) and hypothesis 22
3.3. Healthiness and hypothesis 23
3.4. Sweetness and hypothesis 24
3.5. Calorie content and hypothesis 26
3.6. Quality and hypothesis 26
3.7. Price and hypothesis 27
4. Study 1 28
4.1. Overview 28
4.2. Design 29
4.3. Subjects 29
4.4. Product selection 30
4.5. Procedure 30
4.6. Hypotheses 31
4.7. Results 31
4.7.1. Taste 32
4.7.2. Healthiness 34
4.7.3. Sweetness 36
4.7.4. Calorie content 39
4.7.5. Quality 41
4.7.6. Price 42
5. Study 2 45
5.1. Overview 45
5.2. Design 45
5.3. Subjects 46
5.4. Product selection 46
5.5. Procedure 47
5.6. Hypotheses 48
5.7. Results 48
5.7.1. Taste 48
5.7.2. Healthiness 50
5.7.3. Sweetness 54
5.7.4. Calorie content 56
5.7.5. Quality 60
5.7.6. Price 62
6. Results discussion and implications 66
6.1. Taste 66
6.2. Healthiness 67
6.3. Sweetness 68
6.4. Calorie content 68
6.5. Quality 69
6.6. Price 70
7. Conclusion 71
References 73
Attachment 77
Attachment for Study 1 80
Attachment for Study 2 85
List of used shortcuts 97
Abstract 98
Table 1. Color frequencies in studies 17
Table 2. Meaning of colors 18
Table 3. ANOVA: Tastem - Study 1 32
Table 4. ANOVA: Tastew - Study 1 33
Table 5. ANOVA: Healthm - Study 1 35
Table 6. ANOVA: Healthw - Study 1 35
Table 7. ANOVA: Sweetm - Study 1 37
Table 8. ANOVA: Sweetw - Study 1 37
Table 9. ANOVA: Caloricm - Study 1 39
Table 10. ANOVA: Caloricw - Study 1 39
Table 11. ANOVA: Qualityw - Study 1 41
Table 12. ANOVA: Pricem - Study 1 43
Table 13. ANOVA: Pricew - Study 1 43
Table 14. ANOVA: Tastew - Study 2 49
Table 15. ANOVA: Healthm - Study 2 51
Table 16. ANOVA: Healthw - Study 2 51
Table 17. ANOVA: Sweetm - Study 2 54
Table 18. ANOVA: Sweetw - Study 2 54
Table 19. ANOVA: Caloricm - Study 2 57
Table 20. ANOVA: Caloricw - Study 2 57
Table 21. ANOVA: Qualitym - Study 2 60
Table 22. ANOVA: Qualityw - Study 2 60
Table 23. ANOVA: Pricem - Study 2 63
Table 24. ANOVA: Pricew - Study 2 63
Table 25. Study 1: Evaluation score for variables - food product 80
Table 26. Study 1: Evaluation score for variables - food liquid product 80
Table 27. Tastem: Pairwise Comparisons of food product - Study 1 81
Table 28. Tastew: Pairwise Comparisons of food liquid product - Study 1 81
Table 29. Healthm: Pairwise Comparisons of food product - Study 1 81
Table 30. Healthw: Pairwise Comparisons of food liquid product - Study 1 81
Table 31. Sweetm: Pairwise Comparisons of food product - type - Study 1 81
Table 32. Sweetm: Pairwise Comparisons of food product - colorver - Study 1 82
Table 33. Sweetw: Pairwise Comparisons of food liquid product - type - Study 1 82
Table 34. Sweetw: Pairwise Comparisons of food liquid product - colorver - Study 1 82
Table 35. Caloricm: Pairwise Comparisons of food product - Study 1 82
Table 36. Caloricw: Pairwise Comparisons of food liquid product - Study 1 82
Table 37. Caloricw: Pairwise Comparisons of food liquid product-simple effect - Study 1 83
Table 38. Caloricw: Univariate Tests of food liquid product-simple effect - Study 1 83
Table 39. Qualityw: Pairwise Comparisons of food liquid product - Study 1 83
Table 40. Pricem: Pairwise Comparisons of food product - Study 1 84
Table 41. Pricew: Pairwise Comparisons of food liquid product - Study 1 84
Table 42. Study 2: Evaluation score for variables - food product 85
Table 43. Study 2: Evaluation score for variables - food liquid product 86
Table 44. Tastew: Pairwise Comparisons of food liquid product - Study 2 87
Table 45. Healthm: Pairwise Comparisons of food product - Study 2 87
Table 46. Healthm: Pairwise Comparisons of food product-simple effect - Study 2 87
Table 47. Healthm: Univariate Tests of food product-simple effect - Study 2 88
Table 48. Healthw: Pairwise Comparisons of food liquid product - Study 2 88
Table 49. Sweetm: Pairwise Comparisons of food product - Study 2 89
Table 50. Sweetw: Pairwise Comparisons of food liquid product - Study 2 89
Table 51. Caloricm: Pairwise Comparisons of food product - Study 2 89
Table 52. Caloricm: Pairwise Comparisons of food product-simple effect - Study 2 89
Table 53. Caloricm: Univariate Tests of food product-simple effect - Study 2 90
Table 54. Caloricm: Pairwise Comparisons of food product-simple effect - Study 2 90
Table 55. Caloricw: Pairwise Comparisons of food liquid product - Study 2 91
Table 56. Qualitym: Pairwise Comparisons of food product - Study 2 91
Table 57. Qualitym: Pairwise Comparisons of food product-simple effect - Study 2 92
Table 58. Qualitym: Univariate Tests of food product-simple effect - Study 2 92
Table 59. Qualitym: Pairwise Comparisons of food product-simple effect - Study 2 93
Table 60. Qualitym: Pairwise Comparisons of food product-simple effect - Study 2 93
Table 61. Qualityw: Pairwise Comparisons of food liquid product - Study 2 93
Table 62. Pricem: Pairwise Comparisons of food product-simple effect - Study 2 94
Table 63. Pricem: Univariate Tests of food product-simple effect - Study 2 94
Table 64. Pricew: Pairwise Comparisons of food liquid product-simple effect - Study 2 95
Table 65. Pricew: Univariate Tests of food liquid product-simple effect - Study 2 95
Figure 1. Tastem - Study 1 33
Figure 2. Tastew - Study 1 33
Figure 3. Healthm - Study 1 36
Figure 4. Healthw - Study 1 36
Figure 5. Sweetm - Study 1 38
Figure 6. Sweetw - Study 1 38
Figure 7. Caloricm - Study 1 41
Figure 8. Caloricw - Study 1 41
Figure 9. Qualityw - Study 1 42
Figure 10. Pricem - Study 1 44
Figure 11. Pricew - Study 1 44
Figure 12. Tastew, unpri - Study 2 50
Figure 13. Tastew, pri - Study 2 50
Figure 14. Healthm, unpri - Study 2 52
Figure 15. Healthw, pri - Study 2 52
Figure 16. Healthw, unpri - Study 2 53
Figure 17. Healthw, pri - Study 2 53
Figure 18. Sweetm, unpri - Study 2 55
Figure 19. Sweetm, pri - Study 2 55
Figure 20. Sweetw, unpri - Study 2 56
Figure 21: Sweetw, pri - Study 2 56
Figure 22. Caloricm, unpri - Study 2 58
Figure 23. Caloricm, pri - Study 2 58
Figure 24. Caloricw, unpri - Study 2 59
Figure 25. Caloricw, pri - Study 2 59
Figure 26. Qualitym, unpri - Study 2 61
Figure 27. Qualitym, pri - Study 2 61
Figure 28. Qualityw, unpri - Study 2 62
Figure 29. Qualityw, pri - Study 2 62
Figure 30. Pricem, unpri - Study 2 64
Figure 31. Pricem, pri - Study 2 64
Figure 32. Pricew, unpri - Study 2 65
Figure 33. Pricew, pri - Study 2 65
Picture 1. Healthy food product's type - granola muesli 77
Picture 2. Unhealthy food product's type - chocolate cereals 77
Picture 3. Healthy liquid product's type - mineral water 78
Picture 4. Unhealthy liquid product's type - bottled cola soft drink 78
Picture 5. Wavelength image from Universe by Freedman and Kaufmann 79