All of the following statements regarding package size and color are true EXCEPT:
A) consumers believe that larger package sizes offer lower unit costs.
B) consumers may use the contents of smaller packages more sparingly.
C) package colors connote meanings to consumers.
D) consumer perceptions of products are unaffected by a change in package color.
E) brand identification simplifies purchase for the consumer.

Question

Quizplus · Accepted Answer

Consumer perceptions of products are actually affected by a change in package color. Color can convey different meanings and emotions to consumers, and can influence their purchase decisions. The other statements are true: larger packages can offer lower unit costs, consumers may use smaller packages more sparingly, package colors connote meanings, and brand identification simplifies purchase decisions.

All of the Following Statements Regarding Package Size and Color