Journal of New Approaches in Management and Marketing

Proposing a Model for the Typology of Consumer Behavior in Response to Packaging Messages in the Iraqi Market

Articles in Press

Document Type : Original Article (Quantified)

Authors

Hasan Abdulrzzaq Abbood 1
Hossein Rahimi Kolour 2
Bahman Khodapanah 3

1 Department of business management, Faculty of social sciences, University of Mohaghegh Ardabili, Ardabil, Iran

2 Associate professor, Department of business management, Faculty of social sciences, University of Mohaghegh Ardabili, Ardabil, Iran

3 Assistant Professor, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran

10.22034/jnamm.2026.578951.1262
Abstract
The purpose of this article is to develop a coherent conceptual framework for the typology of consumer behavior during the processing of packaging information, with a particular focus on the cultural and social characteristics of the Iraqi market. Using a theoretical‑analysis and literature‑synthesis approach, this study addresses the existing gap in the classification of message‑processing patterns.

The proposed framework is built on two key dimensions—“depth of information processing” (shallow vs. deep) and “focus domain” (cognitive vs. affective)—resulting in the identification of four distinct behavioral types: the Cautious Analyst, the Committed Evaluator, the Minimal Seeker, and the Environmental Scanner.

Drawing on cultural theories (such as high‑context culture and collectivism), conceptual hypotheses are formulated suggesting that the prevalence and behavior of each type in Iraq are strongly shaped by social trust (source credibility) and group‑identity requirements, rather than solely by explicit textual messages on packaging.

The findings offer essential managerial insights for designing effective packaging that aligns with the region’s cultural norms.

Keywords

Packaging
Consumer Behavior Typology
High‑Context Culture
Collectivism
Information Processing

Subjects

Journal of New Approaches in Management and Marketing

Articles in Press, Accepted Manuscript
Available Online from 20 June 2026

  • Receive Date 15 February 2026
  • Revise Date 05 April 2026
  • Accept Date 29 April 2026

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