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Further reading

Laura, B. and Nora, R. ( 2004 ), " The packaging matrix: linking package design criteria to the marketing mix industry IDS Inc. ",Packaging 2004 Conference, January 19-February 5 , available at: www.idspackaging.com.indexload.asp

Mihart, C. ( 2012 ), " Modelling the influence of integrated marketing communication on consumer behaviour: an approach based on hierarchy of effects concept ",Procedia - Social and Behavioral Sciences , Vol. 62, pp. 975 - 980 .

Silayoi, P. and Speece, M. ( 2004 ), " Packaging and purchase decisions: an exploratory study on the impact of involvement level and time pressure ",British Food Journal , Vol. 106 No. 8, pp. 607 - 628 .