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Tactility in Packaging Design

Product packaging is nowadays recognised as part of the marketing mix, a significant channel capable of encouraging consumers to buy or not to buy certain products. The packaging indicates the type of product consumers can expect, also thanks to all the information...

The Role of Emotions in Customer Experience

In the last decades, scholars have researched the nature of emotions and their impact on individuals. From previous studies, it has been shown that human beings are profoundly emotional. In fact, they experience at least one emotion 90% of the time (Trampe et al.,...