Abstract

This study attempted to confirm evaluation of consumers according to the character type, And it was verified whether these effects changed according to the sell by date and the involvement. Hero characters can alleviate perceived risk by providing as sense of security and protection, but villain and anti-hero were expected to have different effects. Accordingly, an online survey of 387 people was conducted, and results are as follows. First, consumers perceived the highest level of performance risk in heroes, which showed a significant difference from villain. However, antiheroes showed no difference from both types. Second, the difference in character types for purchase intention was found to be signnificant, and it was high in the order of villain, anti-hero, and hero. Based on this, the sell by date date, involvement, and the effect of the character type of the package were discussed.