Do isolated packaging variables influence consumers' attention and preferences?

García‐Madariaga, Jesús; López, María Francisca Blasco; Burgos, Ingrit Moya; Virto, Nuria Recuero

doi:10.1016/j.physbeh.2018.04.030

Cited by 65 publications

(65 citation statements)

References 49 publications

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“…Eye tracking data revealed that participants noticed the majority of large adverts but only a quarter of the plain listings. Color adverts were viewed more often and for longer than black and white adverts (but see García-Madariaga et al, 2018 ). Moreover, the advertisements that were eventually selected were viewed for a longer duration relative to other advertisements, which suggests that directed attention is a predictor of consumer choice.…”

Section: Physiological and Neuroscientific Measures Used In Consumer mentioning

confidence: 99%

Beyond Self-Report: A Review of Physiological and Neuroscientific Methods to Investigate Consumer Behavior

Bell

Vogt

Willemse³

et al. 2018

Front. Psychol.

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The current paper investigates the value and application of a range of physiological and neuroscientific techniques in applied marketing research and consumer science, highlighting new insights from research in social psychology and neuroscience. We review measures of sweat secretion, heart rate, facial muscle activity, eye movements, and electrical brain activity, using techniques including skin conductance, pupillometry, eyetracking, and magnetic brain imaging. For each measure, after a brief explanation of the underlying technique, we illustrate concepts and mechanisms that the measure allows researchers in marketing and consumer science to investigate, with a focus on consumer attitudes and behavior. By providing reviews on recent research that applied these methods in consumer science and relevant related fields, we also highlight methodological and theoretical strengths and limitations, with an emphasis on ecological validity. We argue that the inclusion of physiological and neuroscientific techniques can advance consumer research by providing insights into the often unconscious mechanisms underlying consumer behavior. Therefore, such technologies can help researchers and marketing practitioners understand the mechanisms of consumer behavior and improve predictions of consumer behavior.

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Section: Physiological and Neuroscientific Measures Used In Consumer mentioning

confidence: 99%

Beyond Self-Report: A Review of Physiological and Neuroscientific Methods to Investigate Consumer Behavior

Bell

Vogt

Willemse³

et al. 2018

Front. Psychol.

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show abstract

“…Finally, the present study provides evidence on how useful the use of neuroscientific techniques can be to have an objective measure of consumer reactions to marketing stimuli and to find new and useful insights that cannot be detected with declarative methodologies (García-Madariaga et al, 2019). Our results suggest that EEG seems to be not only an adequate technique to discover how advertising processing can be when visual metaphors are included but also a suitable indicator of complexity, as it reflects the amount of cognitive resources needed to process stimuli.…”

Section: Resultsmentioning

confidence: 90%

“…Specifically, regarding the images, cognitive load is defined as the amount of resources needed to interpret a visualization (Anderson et al, 2011). As mentioned, the cognitive load should be reflected in physiological measurements and can be measured by various tools (García-Madariaga et al, 2019), but EEG has been proven the most reliable source of information of subjects' cognitive load (Gevins et al, 1998;Antonenko et al, 2010).…”

Section: Cognitive Load Indexmentioning

confidence: 99%

Revealing Unconscious Consumer Reactions to Advertisements That Include Visual Metaphors. A Neurophysiological Experiment

et al. 2020

Self Cite

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“…The link between emotions and consumption behavior has been deeply studied [8,9]. The seminal work of [10] Shiffrin and Schneider (1977) differentiates between controlled and automatic human information processing.…”

Section: Convergence Between Low-order Emotions and High-order Emotions To Explain Product Choicesmentioning

confidence: 99%

Designing a Low-Fat Food Packaging: Comparing Consumers’ Responses in Virtual and Physical Shopping Environments

Vila‐López

Boluda

Alacreu‐Crespo

2021

Foods

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This paper aims to test to what extent emotional responses towards a low-fat product presented virtually converge with emotional responses toward this product when presented physically. Second, we want to probe if low-order emotions (physiological/unconscious responses) and high-order emotions (cognitive/conscious responses) converge to explain healthy product choices. To this end, 83 young participants were engaged in our experiment. Two packaging design variables were manipulated with the help of a real company (the color and the message), so that six different packages were created. Two different buying contexts were simulated: A virtual context and a physical context. Physiological responses were continuously recorded in both contexts (heart rates, electro-dermal responses, and eye muscle reactions). At the end, participants provided cognitive responses in a questionnaire concerning the selected package. Our results have demonstrated that low-order emotions remain stable (from a virtual to a physical environments). Virtual simulations elections and real product elections are correlated (X2 = 40.493; p < 0.02). Physiological and cognitive responses do not converge. Correlations between unconscious responses (low-order emotions) and self-reported measures (high-order emotions) was contrary to expectations (negative sign). Only low-order emotions explain product choices. On the contrary, real packaging choice and high-order emotions correlated inversely (the t values were significant but negative).

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Do isolated packaging variables influence consumers' attention and preferences?

Cited by 65 publications

References 49 publications

Beyond Self-Report: A Review of Physiological and Neuroscientific Methods to Investigate Consumer Behavior

Beyond Self-Report: A Review of Physiological and Neuroscientific Methods to Investigate Consumer Behavior

Revealing Unconscious Consumer Reactions to Advertisements That Include Visual Metaphors. A Neurophysiological Experiment

Designing a Low-Fat Food Packaging: Comparing Consumers’ Responses in Virtual and Physical Shopping Environments

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