Extending Rule Developing Experimentation to Perception of Food Packages with Eye Tracking

Abstract

Abstract:The paper presents an approach to analyzing food packages based on the eye-tracking analysis of consumers exposed to experimentally designed prototypes of packages based on Rule Developing Experimentation methodology. In addition, the paper analyses emotional reactions to conceptual packages (the respondent had a choice among seven alternatives, including one 'non-emotion' response). The combined approach allows the researcher and the designer to control the stimuli, presenting known combinations to the respondent leading to the discovery of existing links between what the researcher can do to the stimulus by means of a systematic design, how the eye tracks these changes, and what type of response the participant in a study might make (e.g., interest, statement of emotion). The paper explores this new interlinked approach working with a popular product, wine in a box.

Emotional responses towards food packaging: A joint application of self-report and physiological measures of emotion

“…Henderson et al (2004) find that natural script fonts are more reassuring and pleasant than simple, non-ornate fonts. Gofman, Moskowitz, Fyrbjork, Moskowitz, and Mets (2009) suggest that fancy fonts on labels could help consumers feel more energised. Finally, McCarthy and Mothersbaugh (2002) state that typefaces have various effects on the overall look and feel of a print ad.…”

“…From the two types of measures, self-report ones have been mainly used to evaluate consumers' emotional responses to food packaging (Gofman et al, 2009;Ng, Chaya, & Hort, 2013;Schifferstein et al, 2013;Westerman et al, 2013). However, self-report measures alone may not be fully appropriate as they may be biased by factors such as post-justification (Vanman, Paul, Ito, & Miller, 1997) or insensitivity to subtle momentary changes of affect (Öhman & Soares, 1994).…”

Odor Semantics and Visual Cues: What We Smell Impacts Where We Look, What We Remember, and What We Want to Buy

“…Eye fixations, the key behavior of interest here, refer to instances in which the eye gaze is stable and a person has clear vision. Eye fixations typically last for 200 to 300 milliseconds (Gofman, Moskowitz, Fyrbjork, Moskowitz, & Mets, 2009) but can last even longer (e.g., 400 milliseconds; Pieters & Warlop, 1999) depending on the task at hand. Saccades, in contrast, are redirections of one's eyes and typically occur two or three times per second.…”

Biometric Measures for Interactive Advertising Research

“…In recent years, quantitative analyses also have investigated areas of interest, such as preselected places of foveal vision concentration. Such analyses are particularly effective to test packaging designs to determine if important elements such as the brand or product name are visible (Gofman et al 2009). …”