Does ‘chicken soup for the soul’ on the product packaging work? The mediating role of perceived warmth and self-brand connection

Marketers are increasingly using the phrase, ‘chicken soup for the soul’ in their product packaging designs to communicate brand values and stimulate consumer purchases. However, little is known about how effective this strategy is. This research investigated the use of ‘chicken soup for the soul’ on the packaging, paying attention to both its effect, and any underlying mechanisms. From a semiotics viewpoint, this research (including three scenario-based experiments) demonstrated that the use of this phrase on the packaging had a beneficial effect on consumers' purchase intentions; it conveyed connotations of warmth and enhanced consumers' self-brand connection (Studies 1 and 2). The research also discovered that product temperature (Study 3) moderated the effects of the phrase, ‘chicken soup for the soul’. In particular, for products with a hot (vs. cold) temperature, the effect of CSS on purchase intention will be attenuated. These findings contribute theoretical implications for packaging design, semiotics, and warmth. This paper also provides meaningful insights for marketers on how to use this particular phrase in packaging design.