A research on determination of balancing elements in the relationship among product, consumer and package schema on the basis of balance theory

It is known that the most critial factor affecting consumers' judgments about packaging elements is the product. In this respect, consumer evaluations regarding packaging are directly affected by the "product - package" relationship. The positive statements of the consumer indicate the harmony between the product and the package, while the negative statements indicate the incompatibility. In the related literature, it is seen that the studies about the harmony between product and package draw attention. The present study focuses on mismatch between product and package. In this research, the reasons behind the consumer 's purchase of the product in case of product - package mismatch were investigated. Qualitative methods were used in this research. The data of the study were collected by in-depth interview method. A total of 20 participants were interviewed during the interviews, and the data of 13 participants were analyzed. The findings obtained from the analysis of the data were interpreted in the context of balance theory (Heider, 1946). The results revealed factors affecting the consumer under the conditions of purchase of a package that is incompatible with the product. It was found that the most crucial factor in the purchase of incompatible packaging "advice". The results from the perspective of balance theory showed that consumers are exposed to tension when they buy an incompatible package. It has been found that consumers use "balancing factors" to reduce this tension. The balancing factors emerged as "advice", "brand", "curiosity", "promotion", "trial desire", "addiction", "difference", "past experience", "need", "time pressure" and "obligation ". The factors affecting the purchase of incompatible packages by consumers were found to be balancing factors. However, it has been determined that the balancing factors lose tension. It has been found that consumer breaks the tie with "factors affecting the harmony between product and packaging" and "harmony between product and package" by interacting with balancing factors. This finding is considered to be an essential research topic for future research.