Manipulating Consumer's Behavior through Product Packaging: Role of Short Brand Story

The purchase frequency for Fast-Moving Consumer Goods (FMCG) decreased in 2020. One way to increase FMCGs product purchases is by placing a short brand story (SBS) on the product packaging. Consumers reading an SBS will go through a psychological process before finally affecting their purchase intention. In this combined research, the results show that; (1) SBS type had no significant relationship with purchase intention. However, it does influence the perception of brand authenticity and affects purchasing intention. (2) SBS positively influences perceived brand quality, which in turn influences purchase intention. In addition, statistical analysis shows that SBS with a self-transcendence theme has a higher perceived brand quality and purchase intention than a self-enhancement theme. (3) Consumers' perceptions of brand activism have not been found to be a moderator in this study. (4) Lastly, SBS themes and implicit mindset types have proven to have a significant effect on attitudes towards brands. Further, there is a significant effect of implicit mindset types on purchase intention. Therefore, FMCG companies are recommended to use SBS with a meaningful theme to increase consumer brand attitude, consumer perception of brand authenticity, brand activism, and brand quality.