Table 3.
Emotion-terms: percentages of selection and the Cochran's Q test for each emotion in the packaging and informed conditions.
| Emotion-based terms | Packaging condition |
Informed condition |
||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Bold | Fun | Everyday | Special | Healthy | Premium | Bold | Fun | Everyday | Special | Healthy | Premium | |
| Excitement | 29.8%b | 28.1%b | 7.0%a | 12.3%a,b | 19.3%a,b | 26.3%a,b | 24.6%a,b | 40.4%b | 10.5%a | 5.3%a | 24.6%a,b | 17.5%a,b |
| Family | 10.5%a,b | 7.0%a | 28.1%b | 10.5%a,b | 7.0%a | 10.5%a,b | 7.0%a | 10.5%a | 17.5%a | 10.5%a | 7.0%a | 12.3%a |
| Relaxing | 1.8%a | 19.3%a,b | 26.3%b | 28.1%b | 24.6%b | 7.0%a,b | 19.3%a | 24.6%a | 33.3%a | 22.8%a | 26.3%a | 22.8%a |
| Silly | 29.8%b,c | 36.8%c | 8.8%a,b | 3.5%a | 10.5%a,b | 5.3%a,b | 15.8%a | 12.3%a | 5.3%a | 3.5%a | 3.5%a | 10.5%a |
| Wisdom | 0%a | 0 %a | 10.5%a,b | 22.8%b | 17.5%a,b | 24.6%b | 1.8%a | 5.3%a | 8.8%a | 19.3%a | 15.8%a | 7.0%a |
| Bright | 33.3%b,c | 43.9%c | 10.5%a,b | 3.5%a | 10.5%a,b | 12.3%a,b | 21.1%a | 29.8%a | 10.5%a | 15.8%a | 10.5%a | 8.8%a |
| Togetherness | 5.3%a | 1.8%a | 10.5%a | 12.3%a | 7.0%a | 10.5%a | 8.8%a | 5.3%a | 15.8%a | 14.0%a | 12.3%a | 10.5%a |
| Discipline | 0.0%a | 0.0%a | 0.0%a | 0.0%a | 0.0%a | 0.0%a | 5.3%a | 5.3%a | 12.3%a | 5.3%a | 3.5%a | 8.8%a |
| Shocked | 24.6%b | 8.8%a,b | 1.8%a | 5.3%a,b | 3.5%a | 0%a | 17.5%a | 5.3%a | 7.0%a | 0.070a | 0.070a | 0.123a |
| Caring | 0%a | 0%a | 12.3%a | 7.0%a | 10.5%a | 5.3%a | 0%a | 1.8%a | 8.8%a | 8.8%a | 12.3%a | 7.0%a |
| Adventure | 36.8%b,c | 19.3%a.b | 3.5%a | 8.8%a | 50.9%c | 17.5%a,b | 17.5%a,b | 10.5%a,b | 3.5%a | 5.3%a | 26.3%b | 10.5%a,b |
| Success | 1.8%a | 1.8%a | 10.5%a,b | 17.5%a,b | 8.8%a,b | 22.8%b | 3.5%a | 5.3%a | 5.3%a | 17.5%a,b | 17.5%a,b | 26.3%b |
| Fun | 47.4%b | 52.6%b | 5.3%a | 3.5%a | 15.8%a | 15.8%a | 26.3%a,b | 35.1%b | 8.8%a | 8.8%a | 14.0%a,b | 14.0%a,b |
| Calm | 0%a | 12.3%a,b | 45.6%c | 42.1%c | 28.1%b,c | 15.8%a,b | 21.1%a | 24.6%a | 45.6%a | 38.6%a | 29.8%a | 36.8%a |
| Friendship | 10.5%a | 8.8%a | 7.0%a | 5.3%a | 3.5%a | 7.0%a | 5.3%a | 15.8%a | 12.3%a | 12.3%a | 7.0%a | 8.8%a |
| Luxury | 3.5%a | 3.5%a | 8.8%a | 61.4%b | 17.5%a | 66.7%b | 12.3%a | 10.5%a | 12.3%a | 42.1%b | 24.6%a,b | 42.1%b |
| Health | 8.8%a | 10.5%a | 12.3%a,b | 21.1%a,b | 29.8%b | 24.6%a,b | 21.1%a | 19.3%a | 21.1%a | 26.3%a | 33.3%a | 31.6%a |
| Happy | 28.1%a | 31.6%a | 12.3%a | 12.3%a | 8.8%a | 15.8%a | 28.1%a | 33.3%a | 21.1%a | 29.8%a | 38.6%a | 26.3%a |
| Balance | 3.5%a | 3.5%a,b | 33.3%c | 40.4%c | 19.3%a,b,c | 22.8%b,c | 22.8%a | 19.3%a | 33.3%a | 28.1%a | 35.1%a | 28.1%a |
| Energy | 31.6%b,c | 42.1%c | 8.8%a,b | 5.3%a | 31.6%b,c | 24.6%a,b,c | 28.1%a | 33.3%a | 17.5%a | 22.8%a | 31.6%a | 24.6%a |
| Sophisticated | 19.3%a,b | 1.8%a | 21.1%a,b | 42.1%b | 29.8%b | 43.9%b | 19.3%a | 8.8%a | 12.3%a | 49.1%b | 31.6%a,b | 28.1%a |
| Colorful | 61.4%b | 52.6%b | 5.3%a | 5.3%a | 12.3%a | 5.3%a | 21.1%a,b | 21.1%b | 5.3%a,b | 1.8%a | 10.5%a,b | 5.3%a,b |
| Achievement | 1.8%a | 3.5%a | 17.5%a | 10.5%a | 10.5%a | 21.1%a | 0%a | 3.5%a,b | 5.3%a,b | 21.1%b | 8.8%a,b | 15.8%a,b |
| Peace | 1.8%a | 8.8%a,b | 24.6%b,c | 49.1%c | 17.5%a,b | 7.0%a,b | 15.8%a | 12.3%a | 29.8%a | 33.3%a | 26.3%a | 21.1%a |
The values represent the percentages across consumers for each combination of concepts and emotion-based terms in packaging and informed conditions. a,b,c Values that do not share a letter are significantly different (p < 0.05). Bold values show concepts that were significantly different (p < 0.05) between the packaging and informed conditions using the McNemar test.