TY - JOUR
T1 - Consumer acceptability, eye fixation, and physiological responses
T2 - A study of novel and familiar chocolate packaging designs using eye-tracking devices
AU - Gunaratne, Nadeesha M.
AU - Fuentes, Sigfredo
AU - Gunaratne, Thejani M.
AU - Torrico, Damir D.
AU - Ashman, Hollis
AU - Francis, Caroline
AU - Viejo, Claudia Gonzalez
AU - Dunshea, Frank R.
N1 - Publisher Copyright:
© 2019 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/).
PY - 2019/7
Y1 - 2019/7
N2 - 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 exposed to six novel and six familiar (commercial) chocolate packaging concepts on tablet PC screens. Analysis of variance (ANOVA) and multivariate analysis were performed on eye tracking, facial expressions, and self-reported responses. The results showed that there were significant positive correlations between liking and familiarity in commercially available concepts (r = 0.88), whereas, with novel concepts, there were no significant correlations. Overall, the total number of fixations on the familiar packaging was positively correlated (r = 0.78) with positive emotions elicited in people using the FaceReader™ (Happy), while they were not correlated with any emotion for the novel packaging. Fixations on a specific AOI were not linked to positive emotions, since, in some cases, they were related to negative emotions elicited in people or not even associated with any emotion. These findings can be used by package designers to better understand the link between the emotional responses of consumers and their eye fixation patterns for specific AOI.
AB - 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 exposed to six novel and six familiar (commercial) chocolate packaging concepts on tablet PC screens. Analysis of variance (ANOVA) and multivariate analysis were performed on eye tracking, facial expressions, and self-reported responses. The results showed that there were significant positive correlations between liking and familiarity in commercially available concepts (r = 0.88), whereas, with novel concepts, there were no significant correlations. Overall, the total number of fixations on the familiar packaging was positively correlated (r = 0.78) with positive emotions elicited in people using the FaceReader™ (Happy), while they were not correlated with any emotion for the novel packaging. Fixations on a specific AOI were not linked to positive emotions, since, in some cases, they were related to negative emotions elicited in people or not even associated with any emotion. These findings can be used by package designers to better understand the link between the emotional responses of consumers and their eye fixation patterns for specific AOI.
KW - Biometrics
KW - Consumer liking
KW - Emotions
KW - Familiarity
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U2 - 10.3390/foods8070253
DO - 10.3390/foods8070253
M3 - Article
AN - SCOPUS:85069223363
SN - 2304-8158
VL - 8
JO - Foods
JF - Foods
IS - 7
M1 - 253
ER -