Replication Data: Symbolically Simple – How Simple Packaging Design Influences Willingness to Pay
Creators:
Lan Anh Ton, Rosanna K Smith, Julio Sevilla
Publication Date:
2023-07-17
Data Category:
Dataset Description:
This dataset, hosted on the Open Science Framework (OSF), contains the replication data for the study "Symbolically Simple: How Simple Packaging Design Influences Willingness to Pay for Consumable Products" (Ton, Smith & Sevilla, 2024, Journal of Marketing). It includes experimental and survey data used to examine how the visual simplicity of product packaging affects consumers' willingness to pay, exploring the psychological mechanisms through which simple design signals quality, naturalness, and premium value to consumers.
Variables:
Details: