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                <term xml:lang="en">simplicity</term>
                <term xml:lang="en">purchase intent.</term>
                <term xml:lang="en">yearning of food</term>
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                <term xml:lang="fr">packaging</term>
                <term xml:lang="fr">emballage</term>
                <term xml:lang="fr">simplicité</term>
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              <p>This study deals with the impact of a packaging complexity level on food product perceptions. An experimental study is led with 141 respondents, manipulating the packaging simplicity level and a claim addition. The results show that, even if the complex packaging gives yearn for food, it doesn't imply any purchase intent. On the contrary, the simple packaging improves the attitude toward the product and the purchase intent. Moreover, the claim addition is only efficient on the complex packaging.</p>
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              <p>Cette étude traite de l'impact du niveau de complexité du packaging sur la perception des produits dans le domaine de l'agroalimentaire. Une étude expérimentale between subject menée auprès de 141 individus en manipulant le niveau de simplicité d'un packaging et l'apposition d'une allégation est menée. Les résultats montrent que si un packaging complexe donne plus envie de manger, il ne provoque pas l'intention d'achat. A l'inverse un packaging simple améliore l'attitude envers le produit et favorise l'achat. Par ailleurs, l'apposition d'une allégation n'est efficace que sur un packaging complexe.</p>
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