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The recent development of various sensory-enabling technologies (SETs) has attracted the interest of those marketers wishing to enhance the online and in-store multisensory experiences that they offer to customers. Such technologies have also proven relevant to the delivery of more engaging multisensory human-food interactions. However, to date, li...
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Citations
... Mulsemedia enriches traditional multimedia content with new media objects, which stimulate olfaction, gustation, haptic (touch) and thermoception [15], to name but a subset. It offers new opportunities for immersive technologies and opens new horizons for entertainment [11,43,65,67,74], education, training, and simulation [1,10,12,13,23,54,58,59,62,64,75], culture [8,9], marketing [25,37,57]. Yet, these new sensory media require new technology solutions implemented in both hardware and software [36,49,52,61]. ...
In order to create immersive experiences in virtual worlds, we need to explore different human senses (sight, hearing, smell, taste, and touch). Many different devices have been developed by both industry and academia towards this aim. In this paper, we focus our attention on the researched area of thermal and wind devices to deliver the sensations of heat and cold against people’s skin and their application to human-computer interaction (HCI). First, we present a review of devices and their features that were identified as relevant. Then, we highlight the users’ experience with thermal and wind devices, highlighting limitations either found or inferred by the authors and studies selected for this survey. Accordingly, from the current literature, we can infer that, in wind and temperature-based haptic systems (i) users experience wind effects produced by fans that move air molecules at room temperature, and (ii) there is no integration of thermal components to devices intended for the production of both cold or hot airflows. Subsequently, an analysis of why thermal wind devices have not been devised yet is undertaken, highlighting the challenges of creating such devices.
... CPGs (Altarriba-Bertran et al., 2019;Petit, Velasco, and Spence, 2019), devising enhanced versions of these goods which actually meet people's needs remains quite challenging. There have been few implementations of enhanced CPGs and associated devices released onto the market. ...
... The few existing implementations of enhanced CPGs have usually been focused only on a singular aspect. Some examples include: a) marketing; providing product information and functionalities to facilitate and encourage brand selection and decision-making at the point of purchase (Petit, Velasco, and Spence, 2019), b) product experience; incorporating entertainment such as music to make product interactions more enjoyable (Petit et al., 2015), and c) security; assisting in and facilitating the authentication of products and preventing counterfeiting (Vehmas et al., 2018). (Vehmas et al., 2018), has not been able to achieve widespread acceptance as the industry has still chosen to rely upon time-tested solutions such as barcodes. ...
Consumer packaged goods (CPG) are disposable, relatively low-price, frequently-purchased products such as a bottle of milk or a bar of chocolate. CPGs have a pervasive presence in our everyday practices, and a number of instances have shown the potential of integrating their existing functionalities into the Internet of Things (IoT). Such innovations as, for example, a pill container which reminds one when to take their medication, or a disposable toothbrush which teaches children about oral hygiene, illustrate the capacity of digitally enhanced CPGs to have a positive impact in countless aspects of our lives. However, despite recent research in human-computer interaction (HCI) aimed specifically at enhancing interactions with CPGs, devising enhanced versions of these goods which meet people's needs and reflect their values remains quite elusive. Many challenges in the design of enhanced CPGs stem from their defining characteristics, including their disposability and frequent need to be replenished, as well as from the fact that they are rarely used in isolation, but rather in conjunction with one another as sets. While it has been demonstrated that providing data about item usage during the design process represents a substantially powerful approach for creating effective products, this has not yet been applied in the creation of enhanced CPGs, as we currently lack even a rudimentary understanding of their use. This thesis represents the body of knowledge gathered through the completion of two fieldwork studies focused on how CPGs are used in the practice of cooking. Furthermore, it utilises an understanding of CPG interactions and, through two participatory design workshops, explores how such insights can inspire the conceptualisation of enhanced CPGs. The fieldwork study of this thesis focused on the interactions of CPGs in cooking, which was chosen due to it being one of the most prevalent everyday practices involving CPGs. We examined cooking in two situational contexts: the preparation of familiar meals (those which could be prepared from memory) and that of unfamiliar meals (those which people had never cooked before). The first analysis was concerned with only the preparation of the unfamiliar meals, while in the second analysis we conducted a comparative analysis between familiar and unfamiliar meals. We employed a mixed-methods approach for blending quantitative and qualitative analysis methods. Overall, these studies revealed different characteristics of CPG interactions, including aspects of information-gathering, frequency of task saturation, and the sets of CPGs and utensils which appear together often. One example of our findings was that meal preparation was generally similar regardless of familiarity, as revealed by the repeated use of a select few CPGs across many meals and the consistency of their number of interactions. We then discussed the implications these findings have for the design of digitally-enhanced CPGs with the overall goal of promoting enhancements which fit our routines and habits rather than require us to adapt our practices to the IoT. Inspired by frameworks which have placed data at the centre of the design process, the participatory designs employed in this thesis, made use of the data gathered from the above mentioned fieldwork studies as a tool for participants to inspire the design of enhanced CPGs. We devised a structured workshop to study how participants drew upon the data, as well as how they perceive the influence this approach had on their ideation process. To facilitate their use of the data, we devised an array of design resources including data visualisations and design cards. We explored our approach in two studies: one which consisted of participants from the general public, and the other which consisted of professional designers. Analysing the role of data as expressed through participants’ comments and designs, we found that data served as a basis for the creation of unique concepts imbued with a sense of empathy and a greater consideration for the experiences and interests of others. Furthermore, we found that participants considered possible negative ramifications of the use of data for design, including ethical and privacy issues which may stem from such data collection, as well as a potential bias towards focusing on aspects highlighted by the data. This thesis makes a number of contributions in showing that a detailed understanding of CPG interactions in practice can lead to insights which inspire the design of technologically-enhanced CPGs. It also presents analysis methods to further study the use of CPGs in practice, as well as an approach which enables people with no relevant formal training to utilise data effectively. In addition, this work provides implications for designing enhanced versions of CPGs which fit their practical contexts of use. For an accurate view of this research and its contributions, its limitations must be acknowledged, such as the relatively small size of our data sample and our bias towards the use of technologies to provide product enhancements. Nevertheless, our work highlights the need for an understanding of the practical use of objects to better design technological innovations which fit well into their real-world interactions, and serves to emphasise the need to continue research on CPG innovations. This work represents merely the first steps towards CPGs which are designed using a solid foundation of an empirical working knowledge of the practices in which CPGs play a role.
... However, despite recent research in human-computer interaction (HCI) aimed specifically at enhancing interactions with CPGs [10,11], devising enhanced versions of these goods which actually meet people's needs remains quite challenging, and the relatively few which are available on the market have thus far experienced only a fleeting interest [12]. Designing for enhanced CPGs may be even more challenging than for more conventional and durable goods (e.g., a watch [13]) due to CPGs' defining characteristics, including their disposability and frequent need to be repurchased [14], as well as the fact that they are rarely used in isolation, but rather in conjunction with one another as complements [15]. ...
... Enhanced CPGs are becoming a growing topic of interest in HCI as the subfields of human-packaging interaction [11] and human-food interaction [10] have found themselves at the forefront of developments by harnessing properties of the packaging and combining food traditions with IoT technologies to create novel product experiences. Velasco and Spence [11] stressed the importance of developing multisensory consumer-packaging experiences, such as augmented reality applications which can change products' colour and shape [24]. ...
... Enhanced CPGs are becoming a growing topic of interest in HCI as the subfields of human-packaging interaction [11] and human-food interaction [10] have found themselves at the forefront of developments by harnessing properties of the packaging and combining food traditions with IoT technologies to create novel product experiences. Velasco and Spence [11] stressed the importance of developing multisensory consumer-packaging experiences, such as augmented reality applications which can change products' colour and shape [24]. Altarriba and colleagues [10] cited the opportunity to harmoniously integrate playful and socio-emotionally rich experiences into cooking and eating, thereby adding value to these practices [25]. ...
The incorporation of digital functionalities into consumer packaged goods (CPG) has the potential to improve our lives by supporting us in our daily practises. However, despite the increasing availability of data about their use, research is needed to explore how these data can be harnessed to create such digital enhancements. This paper explores how consumers can utilise data about interactions with CPGs to conceptualise their enhanced versions. We devised a data-inspired ideation approach, using data visualisations and design cards to facilitate the conceptualisation of enhanced CPGs. Analysing the role of data as expressed through participants’ comments and designs, we found that data served as a basis for the creation of unique concepts imbued with greater consideration for the experiences of others and attention to their own interests. Our study shows the value of empowering consumers through data to broaden and inform their contributions towards the creation of smart products.
... Було проаналізовано ряд робіт з досліджуваного напряму. Зокрема, наприклад, в роботах [2][3][4][5][6] дослідники визначили перспективи та особливості застосування доповненої реальності у дизайні продукції із нестабільними умовами використання, зокрема у сфері паковання та виробів з текстилю. Було визначено ряд характеристик та можливостей застосування даної техно-логії, що вигідно виокремлюють паковання з доповненою реальністю серед класичних варіантів. ...
Новим засобом увиразнення є технологія доповненої реальності, яка захоплює все більше сфер за рахунок доволі простого розроблення та інтеграції її у контент поліграфічної продукції. Це відбувається за рахунок застосування спеціальних зображень-маркерів, які можна друкувати на будь-яких матеріалах будь-яким способом друку. Новою сферою для застосування AR-технології стала продукція із нестабільними умовами використання. До них можна віднести вироби з текстилю, паковання та вулична реклама (білборди, плакати, сітілайти тощо). Оскільки дана продукція отримала розвиток у напрямку, що розглядається, тільки останнім часом, що пов’язано з появою можливостей для коректної інтеграції AR-елементів у її контент через розвиток цифрових технологій, то існує ряд питань, які залишаються маловивченими та недостатньо дослідженими. Зокрема це питання оцінки якості продукції, врахування яких дозволять виготовляти коректно працюючу продукцію. Дана робота присвячена визначенню показників якості продукції з елементами доповненої реальності на основі побудови системи ієрархій за рахунок запропонованих альтернатив та критеріїв якості. Для цього спочатку було визначено систему критеріїв якості процесу відтворення елементів доповненої реальності, які були увиразненні у вигляді наступних груп: безвідмовність роботи маркеру, легкість розпізнавання, ймовірність появи друкарських дефектів, відповідність параметрів маркеру, параметри збереження маркеру. Також було визначено ряд альтернатив, що відповідають різноманітним технологіям доповненої реальності – на основі програмного коду, онлайн-додатків та систем WYSIWYG. Далі було побудовано систему ієрархій факторів, що впливають на процес відтворення елементів доповненої реальності, та критеріїв якості. Наступним кроком було проведено експертне дослідження критеріїв якості з використанням методики Т. Сааті для встановлення ступеня їх впливовості. Далі було проведено оцінювання альтернатив з вибором найкращої.
... Thus, the gelation materials could be used in the development of edible films and coatings. Besides the above-mentioned features, the optical transparency (Petit, Velasco, & Spence, 2019), having no direct role in enhancing the physiological features and stability of the food products, is an important feature of the packaging material by allowing the imaging of any contamination or damage to the packed food. ...
A large portion of food is lost due to the damage caused by different environmental factors such as moisture, oxidation, irradiation, microbial contamination, and others. Thus, food should be protected from such damages by developing strategies, such as packaging, to enhance its quality, stability, and shelf-life. The usage of conventional petroleum-based packaging materials is a great risk to health and environmental safety. In contrast, the utilization of biobased films and coatings for food packaging applications could be a safe approach, both from human health and environmental perspective. This review briefly overviews the desired properties of biobased packaging materials. It mainly discusses the potential of different natural (polysaccharides, lipids, and proteins) and synthetic polymers for their film and coating-forming abilities considering their abundance, biological properties (biocompatible, biodegradable, non-toxic), and morphological and physiological features. It also discusses the role of different additives and nanomaterials for their potential to impart additional structural and functional properties to packaging materials.
... Consumers think the package is even more important than the price. Previous research has shown that brands can bring multiple sensory experiences to consumers through packaging design [24]. For example, visual design elements in packaging should be attached to improve consumers' happiness [25] and influence consumers' taste perception through food packaging design [21]. ...
With the development of the takeaway industry, the demand for disposable cutlery is increasing, posing a heavy burden on the environment. Helping reusable tableware increase market share is important because it helps preserve the natural environment while making commercial gains. Given the additional cost to consumers of using reusable tableware in many settings, this article examines the impact of incorporating environmental propaganda into packaging design on consumer behaviour. The results show that the new packaging with high environmental propaganda satisfaction improves consumers’ brand loyalty, purchase intention and continuance intention. The packaging of low environmental propaganda satisfaction may have negative effects and should be used with caution.
... In addition, AR interaction takes place in real time, which means that the viewing angle of the product changes in step with the position of the device, increasing the realism of the product experience (Flavián, Ibáñez-Sánchez, and Orús 2019). Prior evidence suggests that these new visualisation modes help stimulate mental simulation of eating experiences and increase purchase intention (Kozinets, Patterson, and Ashman 2016;Liu, Batra, and Wang 2017; for a review, see Petit, Velasco, and Spence 2019b), but understanding of how they differ in delivering such mental simulation in a food context and beyond is lacking. ...
... Packaging not only provides functional information but also is part of the consumption experience, for which sensory properties play a key role (Krishna, Cian, and Aydınoğlu 2017;Velasco and Spence 2019;Velasco et al. 2016). Therefore, 3D might be particularly relevant to promote food products whose package is an essential part of the eating experience (e.g., can of beer, chocolate box) (Petit, Velasco, and Spence 2019b). Note also that representing products in a virtual manner can be a viable solution to support retailers in their efforts to reduce the use of packaging, thus responding to increasing environmental concerns (Magnier and Schoormans 2017). ...
This research examines how consumers’ intentions to purchase food change depending on the visualisation mode (3D vs. AR) and product format (served vs. packaged). In three studies, we demonstrate that mental simulation of eating experiences (process and outcome) mediate these effects. Study 1 shows that AR visualisation of a served food improves simulation of the eating process over 3D visualisation, with a positive effect on purchase intention. Study 2 reveals that 3D visualisation improves purchase intention for packaged products (high instrumental properties) over served products (low instrumental properties) while the opposite is true for AR visualisation. In addition, interactivity and immersion mediate the effects of 3D (vs. AR) on mental simulation of the eating process for packaged products. Study 3 extends these results by showing that 3D increases purchase intention by eliciting mental simulation of the eating outcome, when the food is visible due to transparent (vs. opaque) packaging (displaying both sensory and instrumental properties), but that no such differences emerge for AR. This research highlights the importance of using different visualisation modes to promote food depending on the product format. The findings have important implications for both offline and online retailers.
... Packaging is increasingly becoming regarded as an integrated part of the offering of a product (Löfgren 2005). Engaging all the senses of a customer can deepen the connection to the product (Krishna et al. 2017) and this has been extended to packaging with the concept of multisensory packaging (Petit et al. 2019). Because of that, the tactile sensation of packaging has become a topic of interest for research and industry, see e. g. (Chen et al. 2009, Rundh 2013. ...
The importance of sensory information in product purchasing decisions has gained increasing attention in recent years. Tactile properties of packaging are usually measured with the help of trained evaluators. An objective, fast and repeatable method that describes the mechanical interaction and does not rely on a panel would have many benefits. We propose and evaluate such a method for measuring the mechanical interaction between a deformable finger-like shaped sensor and a package. Evaluation of the method shows good repeatability, the variability in the measurement result is within a few percent in most cases. The method captures indentation differences at contact between sensor and package due to measurement position and package design.
... Some future applications of this technology could be to enable multisensory eating scenarios whereby participants could reduce their sugar/salt/fat intake with "virtual seasoning" (see , for some ways to enhance sweetness without adding sugar), or learn to familiarize themselves with new foods. For example, VR may be a way to introduce more vegetables for children by changing the visual appearance to be more similar to those of more acceptable foods, such as suggested by Petit et al. (2019) for baby carrots to appear like French fries. Of course, any such research is predicated on first acquiring an understanding of whether longer term use of this VR method would lead to sustained changes in food-based perceptions, and how best to transition from experiencing foods with VR into lasting "real-world" food preferences and behaviors. ...
It is well known that the appearance of food, particularly its color, can influence flavor perception and identification. However, food studies involving the manipulation of product color face inevitable limitations, from extrinsic flavors introduced by food coloring to the cost in development time and resources in order to produce different product variants. One solution lies in modern virtual reality (VR) technology, which has become increasingly accessible, sophisticated, and widespread over the past years. In the present study, we investigated whether making a coffee look milkier in a VR environment can alter its perceived flavor and liking. Thirty-two United Kingdom (UK) consumers were given four samples of black cold brew coffee at 4 and 8% sucrose concentration. They wore VR headsets throughout the study and viewed the same coffee in a virtual setting. The color of the beverage was manipulated in VR, such that participants saw either a dark brown or light brown liquid as they sipped the coffee. A full factorial design was used so that each participant tasted each sweetness x color combination, Participants reported sweetness, creaminess, and liking for each sample. Results revealed that beverage color as viewed in VR significantly influenced perceived creaminess, with the light brown coffee rated to be creamier than dark brown coffee. However, beverage color did not influence perceived sweetness or liking. The present study supports the role of VR as a means of conducting food perception studies, either to gain a better understanding of multisensory integration, or, from an industry perspective, to enable rapid product testing when it may be time-intensive or costly to produce the same range of products in the real-world. Furthermore, it opens potential future opportunities for VR to promote healthy eating behavior by manipulating the visual appearance of foods.
... The most engaging and memorable of experiences that consumers make involve multiple senses (Lemon and Verhoef 2016;Neff 2000;Velasco and Obrist in press). Therefore, the lack of sensory inputs in the online environment can be frustrating for customers, especially in the field of services (Lemon and Verhoef 2016 ;Petit et al. 2019b). Service experience is typically understood as "a sensation, or knowledge acquisition that emerges from being engaged with many actors at different times and places" (Chandler and Lusch 2015, p. 12). ...
... Multisensory technologies may also facilitate consumers'' product-and service evaluations (Petit et al. 2019b ;;Voorhees et al. 2017). For example, Scholz and Duffy (2018) demonstrated that AR devices can create intimate customer-brand relationships, as they allow users to interact with the brand in the relaxing atmosphere at home, noting that the brand is experienced more personal and self-expressive than in the store or in another virtual environments. ...
... Petit et al. 2015;Petit et al. 2019a;Petit et al. 2019b;Spence et al. 2016;Velasco et al. 2018).Petit et al. (2019a) recently highlighted how new multisensory technologies may stimulate consumers' senses online, and may offset consumers' need for touch(Peck and Childers 2003). For example,Cano et al. (2017) enhanced customer engagement through an interface that allows consumers to virtually pinch and scrunch a section of the clothing fabric with their fingertips on a tablet. ...
The increased disruption of business models through digital technologies creates opportunities and challenges for retail businesses and their network partners. Digital transformation-the process of digitalization of previously analogue operations, procedures, organizational tasks, and managerial processes in order to drive value for customers, employees and other stakeholders-is the order of the day. With that in mind, this article provides a purposeful overview of research in the field of digital transformation with a focus on retailing and customer facing functions of digital technologies such as managing customer journeys, assessing the impact of sensory marketing and the use of service robots on the one hand, and their strategic implications for business models such as servitization on the other. This article concludes by highlighting immediate as well as long-term challenges in the field, with a focus on disruptive technologies, innovations and trends that retail marketing-management will likely face in the near future.
