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Heatmaps of (A) novel and (B) familiar packaging concepts for front and back packages: red, the highest number of fixations; orange, second highest number of fixations; yellow, third highest number of fixations; blue, least number of fixations. (A) (A1) bold, (A2) fun, (A3) every day, (A4) special, (A5) healthy, and (A6) premium. (B) (B1) Ferrero Rocher, (B2) Cadbury Marvellous Creations, (B3) Maltesers, (B4) Roses, (B5) Green & Black’s, and (B6) Lindt.
Source publication
Eye fixations on packaging elements are not necessarily correlated to consumer attention or positive emotions towards those elements. This study aimed to assess links between the emotional responses of consumers and the eye fixations on areas of interest (AOI) of different chocolate packaging designs using eye trackers. Sixty participants were expo...
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Citations
... The presence of a regional green electricity label reduced the time to decision and led to higher trust in electricity providers and products, as reported by the participants (Menzel & Teubner, 2024). Gunaratne et al. (2019) analyzed individuals' fixations on specific AoIs, such as brand name, country of origin, ingredients, and fairtrade logo, and their emotional reactions. Findings indicated that the number of fixations on familiar packaging, when considering all AoIs, was positively associated with the elicitation of a happy emotion. ...
In recent years, the number of studies applying eye-tracking to investigate the perception of eco-labels present on products has increased and started generating valuable information for both academics and industry. However, methodological approaches and results are still fragmented, and no attempts have been made to provide an overall understanding of the main findings. The aim of this study is to systematically analyze research concerned with the perception of sustainability labels and how it affects individuals’ choice behavior. The review identified 51 papers reporting commonly applied paradigms as well as visual stimuli investigated via eye-tracking. Results are presented along with their theoretical and practical implications. In addition, we highlight the lack of studies with appropriate ecological validity in the existing literature and suggest further research directions applying mobile eye-tracking when it comes to the investigation of gaze behavior during shopping and decision-making processes.
... Their findings revealed a strong correlation between the attention attracted by the product and the expected liking among the familiar panelists, whereas no such correlation was observed among the unfamiliar panelists. Similarly, Gunaratne et al. 40 exposed 60 participants to six novel and six familiar (commercial) chocolate packaging designs. They reported that eye fixations on chocolate packages were not always correlated with emotions, as they could be influenced by the level of familiarity. ...
Background
This study investigates to what extent the presence of the EU organic (EU‑O) logo and a sustainable irrigation (SI) logo on extra virgin olive oil (EVOO) labels affects (i) consumers expectations and purchase intention based on label information and (ii) acceptance of olive oil when tasted under informed versus blind conditions. A panel of 94 consumers took part in the study. Attention paid to label components during the task designed to evaluate the logos’ effect on expectations was recorded by means of an eye‐tracker.
Results
Compared with the control (without logos), the presence of EU‑O and SI logos on the EVOO label significantly influenced participants' associations (i.e. price, sustainability, consumption occasions, etc.). A halo effect was detected, so that both logos led consumers to anticipate higher expected liking compared with the control. A synergic effect between both logos was detected. Eye‐tracker data revealed that participants whose liking expectations were improved by the EU‑O logo paid more attention to it than those whose expectations did not improve. This relation between attention and expectation improvement was not observed with the SI logo, likely because participants were unfamiliar with it. Beyond expectations, the presence of logos on labels significantly increased the liking scores given by the participants when EVOOs were tasted, which resulted in a higher percentage of participants’ willingness to purchase.
Conclusion
Consumers perceived added value for the sustainable labeled food, which positively affected their liking and purchase intentions. This may encourage food production companies to adopt more sustainable practices. © 2024 Society of Chemical Industry.
... Similar results were obtained by other authors. The results of Gunaratne et al. [55] on chocolate packaging revealed that familiar packaging was positively correlated to liking (r = 0.88), while novel packaging did not show any correlation. The findings of Quach et al. [56] demonstrated that neatness enhances the likelihood of a purchase when combined with modern positioning, but non-neat presentation increases the inclination to buy a traditional product due to temporal fit. ...
The development of new dishes in the catering services market requires an understanding of consumers’ needs, expectations, and motivations for their choices. The effect of the serving method of a dessert on customers’ perceptions of its visual appeal, portion size, energy value, and expected price was evaluated. The study involved the presentation of desserts on plates of various sizes, shapes, and colors. The study was carried out among 1005 respondents using the CAWI method. Our findings revealed that along with an increasing plate size from a diameter of ϕ24–27 cm to ϕ31 cm, the ratings of the dish’s perceived appearance (p ≤ 0.001), portion size (p ≤ 0.001), and energy value (p ≤ 0.01) decreased. Plate shape influenced the perceived appearance of the dessert. When placed on a square platter, round desserts were considerably (p ≤ 0.05) less appealing. The color of the plate had a significant influence (p ≤ 0.001) on the dish’s perceived appearance and estimated monetary value, and it evoked more sensory–hedonic impressions. Red-plate and white-plate desserts were liked less than black-plate desserts, but color-plated desserts were perceived as more expensive than those served on white dishes. Consumers perceived bright desserts on white plates as traditional, natural, and boring; those on black plates as modern, appetizing, and aesthetic; and those served on red plates as artificial, unsightly, and unappetizing. Higher consumer food neophobia led to a lower rating related to appearance and price perceptions, but elevated perceptions of portion size and energy value appraisal. Our results may be used in the marketing of gastronomic dishes.
... Traditionally, research on consumer preferences for perfume packaging relied on qualitative interviews or quantitative surveys. However, challenges such as rising non-response rates and biased findings in traditional methods have prompted a shift towards neuroscience approaches [14][15][16][17][18]. Recent advancements in neuroscience, particularly eye gaze tracking (EGT) technology, offer affordable and accessible means to understand consumer behavior [19][20][21]. ...
With increasing competition between the products in the market, packaging design is getting maximum attention in product sale. In order to sell any product, manufacturers use marketing strategies and effective communication. The aim of this study is to perform a product packaging analysis on perfume bottles, using eye gaze tracking technology to identify most viewed and consumer-friendly packaging design. To examine visual attention and emotional arousal in reaction to packaging design features in an ecommerce environment, we had conducted an eye gaze tracking experiment with 75 female participants. In this research, we analyzed pupil and eye monitoring metrics to identify emotional and cognitive processes, with an emphasis on emotional arousal, visual attention and cognitive effort. Our findings identified prominent packaging designs that sellers can use to display product advertisements according to consumer preferences to further enhance sales and revenue for their business. This study’s empirical application could be extremely beneficial to marketers, content managers and advertisers in terms of managing and designing web content.
... However, it is worth mentioning that algorithms, such as [7], based on webcam images, are also becoming increasingly prevalent. This technology is already being used in various fields, e.g., psychology [8][9][10], human-computer interactions [11], engineering management [12], market research [13][14][15], and medicine [16]. Recent studies also provide evidence supporting the potential use of eye tracking analysis as a means of detecting deception. ...
Over the last few years, a large number of studies have been conducted on the monitoring of human behavior remaining beyond conscious control. One area of application for such monitoring systems is lie detection. The most popular method currently used for this purpose is polygraph examination, which has proven its usefulness in the field and in laboratories, but it is not without its drawbacks. Technological advances in data acquisition and automated analysis have ensured that contactless tools are in high demand in security fields like airport screening or pre-employment procedures. As a result, there has been a shift in interest away from traditional polygraph examinations toward the analysis of facial expressions, voice, and speech patterns, as well as eye-tracking signals to detect deceptive behavior. In this paper, we focus on the last aspect, offer a comprehensive overview of two distinct lie detection methodologies based on eye tracking, and examine the commonly used oculomotor feature analysis. Furthermore, we explore current research directions and their results within the context of their potential applications in the field of forensics. We also highlight future research prospects, suggesting the utilization of eye tracking and scan path interpretation methodologies as a potential fully functional alternative for the conventional polygraph in the future. These considerations refer to legal and ethical issues related to the use of new technology to detect lies.
... Moreover, this technology has primarily been employed to investigate emotional reactions to various marketing stimuli (Chen and Wyer 2020; Mookherje, Lee, and Sung 2021), such as images, slogans, or colors (Pichierri et al. 2021;Vergura and Luceri 2018). Moreover, researchers have employed this technology to study the impact of packaging designs on the appeal of various product categories, using the emotional reactions of test subjects to compare different designs (Clark et al. 2021;Gunaratne et al. 2019). ...
Traditional market research tools rely primarily on self-reports to investigate consumer preferences. However, self-reporting entails elements of subjectivity that are potential sources of biases and inaccuracies, and due to this limitation, managers and researchers started investigating innovative neuromarketing-based methodologies that can be used to improve the prediction of consumer preferences. Previous research indicates that these methods have benefits over traditional approaches, but on the other hand, the neuromarketing data collection process is intrusive and expensive. Therefore, we investigate a novel approach using automatic facial expression analysis that improves preference elicitation while remaining inexpensive and noninvasive. Using an extensive collection of Machine Learning (ML) methods, we show that combining traditional survey and facial expression data improves the preference prediction power of pairwise product comparisons from by up to 6% (compared to survey data alone). Furthermore, we provide evidence that emotion variables measured by facial expressions are more influential, comprehensive, and accurate than survey emotion measurements. Finally, we sketch how our approach can be used in practical applications by training and testing Artificial Neural Network (ANN) models predicting preferences using survey and facial expression data as inputs. Our results support that both companies and not-for-profit institutions designing and conducting marketing surveys can improve the quality of information used in market analysis by including facial expression analysis in their data collection pipelines.
... Emotions are non-conscious appraisals and action tendencies strongly influencing consumer behaviours and decision-making processes, including attitudes and intentions towards accepting value-added products in the market. Various methods have been developed to measure emotions: physiological (magnetic resonance imaging (MRI), electrocardiography (ECG), and electroencephalography (EEG)) [47,48], behavioural (facial expression, voice tone and pitch, and body and posture movements) [29,49,50], and cognitive (self-reported emotions) [29,51]. However, emotions are not a homogeneous category since their multifaceted functions are at work during decision-making. ...
With the growing demand for sustainable practises, the food industry is increasingly adopting circular economy approaches. One example is recycling the symbiotic culture of bacteria and yeast (SCOBY) used in kombucha fermentation to create value-added products. However, consumer acceptance of such novel products remains unclear. To address this, the present study examined consumer attitudes towards ice cream made with SCOBY as an ingredient and how this affected their intention to consume it. Drawing on the theory of planned behaviour (TPB) and additional constructs such as emotions and food neophobia, an online survey was conducted with New Zealand consumers (N = 170). Results showed that the TPB constructs significantly predicted the intention to consume SCOBY ice cream. Moreover, by adding emotions to the constructs, the model’s explanatory power was enhanced. Attitudes, subjective norms, and emotions were the main predictors of intention, which in turn was found to be the main predictor of behaviour. Participants’ beliefs about the safety and taste of SCOBY ice cream were significantly correlated with their intention and behaviour, as were the opinions of nutritionists/dietitians, friends, and family. The model accounted for 21.7% of the variance in behaviour and 57.4% of the variance in intention. These findings can be used to plan marketing strategies related to waste-to-value-added products such as SCOBY ice cream.
... Surprisingly, they found no significant differences in consumers' attention when they shopped for fruit drinks with digital or flexographic labels. [70] used eye-tracking technology and AFEA to explore participants' gazing patterns and emotional reactions. This study was performed when consumers were exposed to six novel and six familiar chocolate packages. ...
A challenge in social marketing studies is the cognitive biases in consumers’ conscious and self-reported responses. To help address this concern, biometric techniques have been developed to obtain data from consumers’ implicit and non-verbal responses. A systematic literature review was conducted to explore biometric applications’ role in agri-food marketing to provide an integrated overview of this topic. A total of 55 original research articles and four review articles were identified, classified, and reviewed. It was found that there is a steady growth in the number of studies applying biometric approaches, with eye-tracking being the dominant method used to investigate consumers’ perceptions in the last decade. Most of the studies reviewed were conducted in Europe or the USA. Other biometric techniques used included facial expressions, heart rate, body temperature, and skin conductance. A wide range of scenarios concerning consumers’ purchase and consumption behaviour for agri-food products have been investigated using biometric-based techniques, indicating their broad applicability. Our findings suggest that biometric techniques are expanding for researchers in agri-food marketing, benefiting both academia and industry.
... However, this tendency can be influenced by the packaging style. If some packaging get concentrated fixations in their center, some others distribute more the gaze of the consumers [18]. Furthermore, the size of the packaging can impact the gaze of the participants, for example vertical packaging make the consumers firstly looking at the center and then moving up and down [9]. ...
... Therefore, what is true for one packaging is not necessarily true for another one. Areas Of Interest (AOI) and items looked by consumers vary from one packaging design to another [18]. ...
... Moreover, previous research have been mainly focusing on the attractiveness of the packaging from a "marketing" point of view, so the product stands out from its competitors [9]. Whether it is through the analysis of emotions when seeing a specific AOI [18], [17], through the analysis of changing specific attributes of the product packaging [25] or even through the analysis of viewing patterns [14], the end goal is to impulse buying by better engaging consumers so they are willing to try the product. Nevertheless, these studies give great insights into how consumers read packaging and what and where they focus their gaze on. ...
Packaging is the only link between a brand and a consumer at the point of sale. The message delivered to the consumer through the packaging is thus key to ensuring a good customer experience. Previous studies analyzed how packaging design could attract more and help the brand to stand out from its competitors. However, the impact of packaging design on consumer comprehension has not been clearly defined. This study proposes an eye-tracking experimentation to evaluate what packaging design layout optimizes the comprehensibility of the information presented on the packaging. The experimentation has been conducted with 20 participants using a Tobii Pro Nano sensor. A questionnaire was submitted after the experimentation to collect their feeling about the layouts presented. Findings suggest that vertical layouts improve the comprehensibility of the accessory compatibility and that multiple elements are observed by the participants when trying to understand the additional function of the accessory. Overall, participants' preference goes for vertical packaging design with verbal elements on the left and non-verbal elements on the right as it feels more natural for a Western reading system user. This study provides important implications to enhance customer in-store experience by informing companies on how to optimize their accessory packaging.
... However, there are many cases where changes of the container shape are not practical of feasible. Studies which focused on visual design properties, featured a limited number of cues (Westerman et al., 2013;Kovač et al., 2019) or varied multiple design cues at the same time (Gunaratne, 2019). In the present study, we investigate the influence of implicit packaging design cues of visual shapes and colour on the visual search for specific chocolate taste properties and perception of overall pragmatic quality, hedonic quality aspects of the product. ...
It is well established that the consumers can often judge the qualities of enclosed products solely based on the information obtained from the packaging. The shape, size and weight of the container, materials, visual design, and information influence the consumer’s perception of the product and purchasing decisions. In the context of consumer’s browsing through store shelves, the appearance of the packaging container can be the crucial factor for selecting a specific product for closer inspection and, therefore, can have the major role in purchasing process and consumers’ decisions. The majority of chocolate bar packaging feature rectangular physical shape of the container. Therefore, using materials, finishing and, most importantly, visual design elements, the designers strive to differentiate the product from the competition on the store shelves while also communicating desired qualities of the product. The research in this paper is focused on the influence of colour and basic shape elements applied on packaging on the perception of quality attributes of chocolate products. In the first part of the research semantic differential questionnaire was used to evaluate perception of colours and basic shape elements in regard to pragmatic and hedonic quality aspects of confectionery products. For this part of the research, the stimuli were displayed outside of the context of packaging. For the main part of the research, both physical prototypes and digital simulations of the packaging were developed, with variations in dominant colours and basic shapes used for visual design of the packaging. AttrakDiff questionnaire was used for subjective evaluation of physical stimuli. Digital simulations, combined with eye-tracking equipment, were used to assess the visual inspection of stimuli when the participants were asked to search for a specific taste related property of the product. Fixation count and fixation duration were measured to establish which packaging designs gathered the most attention during the visual search for specific product traits.
