Why display motion on packaging? The effect of implied motion on consumer behavior

Yu, Junwei; Droulers, Olivier; Lacoste-Badie, Sophie

doi:10.1016/j.jretconser.2021.102840

Cited by 21 publications

(4 citation statements)

References 81 publications

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“…Clement (2007) and Husić-Mehmedović et al (2017) demonstrate that packaging design influences the visual attention of consumers when choosing food products at all stages of the purchasing decision-making process: from the initial stage in which visual attention is captured, to the next stage, in which critical thinking develops in the consumer’s mind and, finally, to the physical action that leads to purchase. It is well established that visual packaging elements play a crucial role in influencing consumer behavior in shops (Yu et al , 2022); but this concept only occurs when images evoke simple concepts that are easy for consumers to understand. In the case of gluten-free food products, Sielicka‐Różyńska et al (2021) find that verbal cues are observed more as compared to visual cues, but when combined, they decrease the level of consumer uncertainty.…”

Section: Theoretical Framework and Research Questionsmentioning

confidence: 99%

Wine label design proposals: an eye-tracking study to analyze consumers’ visual attention and preferences

Barbierato

Berti

Ranfagni

et al. 2023

IJWBR

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Purpose The main purpose of this study is to analyze how consumers’ visual attention to wine label design correlates with their preferences. Accordingly, this study uses quantitative eye-tracking metrics to understand which design proposal has greater visual salience. A more specific objective was to assess which design proposal was preferred to be marketed. Design/methodology/approach The experiment involved evaluating of three different labeling proposals of an Italian winery. Infrared eye-tracking was used to measure implicit eye movements on the three bottles displayed, simultaneously, on a computer screen. A generalized linear model was used to test how consumers' visual attention to wine label design correlated with their preferences. Findings The design proposals were evaluated significantly differently, with one set being preferred. In general, a strong positive relationship was found between pausing to peruse a specific design proposal and making an explicit choice of the same bottle. Research limitations/implications The main limitation of the experiment concerns the sample interviewed. As the sample is homogeneous, the results may not be generalizable to other segments. Furthermore, the addition of electroencephalographic devices that monitor brain activity could provide crucial information for understanding consumer behavior during the purchase decision-making process. Practical implications Eye-tracking methods could be useful for designers and wine producers during the evaluation process of design projects. Originality/value The use of eye-tracking for evaluating design proposals before placing a product on the market is relatively novel. This method provides objective, quantitative and predictive information on consumer preferences contributing guidelines to designers and marketers during the product conception phase.

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Section: Theoretical Framework and Research Questionsmentioning

confidence: 99%

Wine label design proposals: an eye-tracking study to analyze consumers’ visual attention and preferences

Barbierato

Berti

Ranfagni

et al. 2023

IJWBR

View full text Add to dashboard Cite

show abstract

“…They believe that the company is morally obligated to communicate the information effectively and accurately. Having said that, when cues or signals point to any violation or immoral behaviour on the part of the company, customers feel betrayed, which damages their relationship with the company (or its products or services) (Yu et al , 2022). The very sense of betrayal will prompt customers to evaluate CSR practices from a moral standpoint, and they may view CSR initiatives as inauthentic.…”

Section: Review Of Literature and Hypothesesmentioning

confidence: 99%

Corporate social responsibility authenticity as a determinant of repurchase intentions

Hassan

Akhouri

Kodwani

2023

SRJ

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Purpose This study aims to examine the relationship between corporate social responsibility (CSR) authenticity and its relationship with repurchase intentions. In doing so, the current research also investigates the mediating role of perceived CSR (PCSR) and perceived moral judgement. Design/methodology/approach For the current research purpose, a sample of 262 Indian working professionals was surveyed. Findings Data analysis revealed that CSR authenticity significantly predicted the repurchase intentions of the survey participants. The studied research contributes significantly to the extant literature on CSR authenticity by studying the underlying mechanisms that make a consumer repurchase a product or service. Originality/value Research on CSR authenticity is still at a nascent stage. Furthermore, variables such as moral judgement and PCSR motives have not been studied in CSR authenticity literature.

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“…Eye-tracking research encompasses multiple fields. Carter and Luke [86] used the multi-field-applied eye-tracking technique of research; the related fields include reading [87,88], psychology [89,90], economics [91], learning [92][93][94][95], memory [96,97], decision making [56,90,98], user experience design and usability research [99,100], communication [101], marketing [102][103][104][105][106][107], advertising [16,108], and retailing [109,110]. This study, based on the collation of Carter and Luke [86], analyzes the research conducted on the modern application of eye-movement technology in the field of consumer cognition.…”

Section: Visual Perception Of the Eye-tracking Systemmentioning

confidence: 99%

The Intertwining Effect of Visual Perception of the Reusable Packaging and Type of Logo Simplification on Consumers’ Sustainable Awareness

Chiu,

Yang,

2023

Sustainability

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The COVID-19 pandemic started toward the end of 2019 and social distancing requirements imposed worldwide led to the rapid growth of online shopping, adversely impacted the global efforts for environmental protection. This study examines packaging and logos as stimuli to explore visual attention and attraction, arousal, and environmental awareness using eye tracking and a survey questionnaire. The results suggest that reusable packaging can enhance both attention and attraction. As a result, through the comprehensive data of the eye tracker, it was found that the reusable packaging and monotone logo can attract consumers’ attention faster than the original packaging. Post-event independent sample t-tests should prove that reusable packaging can positively impact consumers.

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Why display motion on packaging? The effect of implied motion on consumer behavior

Cited by 21 publications

References 81 publications

Wine label design proposals: an eye-tracking study to analyze consumers’ visual attention and preferences

Wine label design proposals: an eye-tracking study to analyze consumers’ visual attention and preferences

Corporate social responsibility authenticity as a determinant of repurchase intentions

The Intertwining Effect of Visual Perception of the Reusable Packaging and Type of Logo Simplification on Consumers’ Sustainable Awareness

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