Consumers tend to purchase distinctiveproducts to distinguish themselves from others. According to self concept, consumers attach themselves to product which means consumers are what they purchase. Moreover, consumers consider the productsthat they buy are symbols of themselves. Take an example of Coca-Cola commercials that person who drink it is considered as “being- cool”. Since the bottles of Coca-Cola are different from other beveragepackages---it is curvy, aesthetic and sexy not just a general-defined bottle.
Besides, shapes which are iconic (c.f. Absolut bottles) enable consumers to recognize a product and a brandinstantaneously from the other ones. It strengthens the relationship between brand identity and consumer mind.
The consumer also associates some adjectives (e.g. strong, good) and symbolism with the shapes. Astudy led by Gaëlle Pantin-Sohier (2009) reveals that coffee which is put in a rectangular tin symbolizes a stronger aroma rather than the one put in a cylindrical tin.
To conclude, the shape, as acomponent of the pack, influences the consumer behavior because of the consumers’ attitudes (which depend on the symbolic and aesthetic attributes associated to the product by the consumer) towards...