The identification of viewing patterns of chocolate snack packages using eye-tracking techniques

Rebollar, Rubén; Lidón, Iván; Martín, Javier Montero; Puebla, M. P.

doi:10.1016/j.foodqual.2014.08.002

Cited by 86 publications

(73 citation statements)

References 34 publications

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“…The speed of finding information regarding the shelf‐life of milk was determined by the respondents' habit of searching for the information on the bottle, where it is most often provided by the producers, that is, the top of the bottle. According to Rebollar, Lidón, Martín, and Puebla () there are positions on the packaging that have higher probability of being unnoticed, that is, the lower parts of it, as well as other positions where consumers place their attention unconsciously and automatically, that is, the upper part, particularly the upper left.…”

Section: Resultsmentioning

confidence: 99%

Perceptions of older consumers regarding food packaging as a prerequisite for its improvement: A case study of Polish market

Świda

Halagarda

Popek

2018

Int J Consumer Studies

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In many societies, the scale of demographic change associated with increased longevity has the potential to influence the market for consumer goods. As a result, continuous improvement in packaging design that takes into account the needs of older people should become an important challenge for both packaging producers and product manufacturers. Due to the fact that there is limited research concerning the design of food packaging for older people, the aim of the study was to identify the expectations of this group of consumers in this respect. Milk packaging was selected as a model subject of study. Factors influencing older consumers and their buying patterns when purchasing milk have been thoroughly examined. The research was conducted among people over the age of 60 with the use of three methods: a questionnaire (600 subjects), an in-depth interview (60 subjects) and eye tracking (30 subjects). The results of the study show that older consumers have specific preferences regarding packaging type and design. When considering milk packaging, for example, they prefer glass bottles, simple graphics and font and subdued colours.They most frequently look for information concerning the product's expiration date, its producer's name and its composition. Eye tracking revealed that the older the consumers are, the more problems with finding expiration date they have. The time required to find such information, however, strongly depends on where exactly the expiration date is printed on the packaging. The preferred place in this case is the top of the bottle. Older consumers identify product's brand with the name of the producer. Moreover, the absence of the term 'ingredients': on the milk packaging oftentimes causes confusion among older people, who are concerned about potential food additive content. K E Y W O R D Sconsumer survey, eye tracking, in-depth interview, older consumer, milk packaging

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Section: Resultsmentioning

confidence: 99%

Perceptions of older consumers regarding food packaging as a prerequisite for its improvement: A case study of Polish market

Świda

Halagarda

Popek

2018

Int J Consumer Studies

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“…In fact, it is an element that is usually given a preferential space in the composition of the package or label for most of the products on the market . The image pictured on a food package is an element of particular interest and importance within the visual elements . The image displayed on a product's packaging also influences consumer beliefs about the brand and helps to catch the attention of consumers .…”

Section: Introductionmentioning

confidence: 99%

“…17 The image pictured on a food package is an element of particular interest and importance within the visual elements. [18][19][20] The image displayed on a product's packaging also influences consumer beliefs about the brand 21 and helps to catch the attention of consumers. 22 Previous research has even studied its effect on the emotional response of consumers.…”

Section: Introductionmentioning

confidence: 99%

The influence the image of the product shown on food packaging labels has on product perception during tasting: Effects and gender differences

et al. 2018

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Many food packages on the market show an image of the product contained inside or the ingredients with which the product was produced. During the packaging design process, it is the job of the designer or the marketing team to decide which specific image will be depicted on the packaging. This paper analyses the potential implications of this decision by studying the influence that the visual appearance of the product pictured on the packaging has on the way consumers perceive the product during consumption. Two packaging designs for apple sauce were created; the only variable was the visual appearance of the apple displayed: one showed a red apple and the other showed a green one. The 147 participants in this between‐subjects experiment tasted and evaluated six product attributes (Sweet, Acidic, Intense Flavour, Healthy, Natural, and Quality) as well as Liking and Willingness to buy. The results of a MANOVA‐Biplot analysis show that the visual appearance of the product pictured affects Liking, Willingness to buy, and some product attributes. In fact, a strong positive relationship was identified between the attribute Healthy and the perceived quality of the product with Liking and Willingness to buy; if one of these attributes scored higher, the higher score was extrapolated to the others. The study also shows that gender differences exist as these effects do not affect all consumers equally, with women being more sensitive to them than men. This paper discusses the implications of these results for the food industry, for packaging designers and for marketers.

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“…Some studies conducted a free-viewing task but varied stimulus-driven attention to study how packaging attributes (layout, nutrition label, etc.) affect consumer gazing behaviour and then suggest how to develop an appropriate packaging design (Piqueras-Fiszman, Velasco, SalgadoMontejo, & Spence, 2013;Rebollar, Lidón, Martín, & Puebla, 2015;Siegrist, Leins-Hess, & Keller, 2015). Others conducted a specific task, such as evaluating the healthiness of a product and the willingness to purchase or to try the product, to study the goal-oriented attention (Ares et al, 2013;Bialkova & van Trijp, 2011;Graham & Jeffery, 2012;van Herpen & Trijp, 2011).…”

Section: Introduction 1eye Tracking Applications In Sensory and Consmentioning

confidence: 99%

Design factors influence consumers’ gazing behaviour and decision time in an eye-tracking test: A study on food images

Duerrschmid

2016

Food Quality and Preference

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The identification of viewing patterns of chocolate snack packages using eye-tracking techniques

Cited by 86 publications

References 34 publications

Perceptions of older consumers regarding food packaging as a prerequisite for its improvement: A case study of Polish market

Perceptions of older consumers regarding food packaging as a prerequisite for its improvement: A case study of Polish market

The influence the image of the product shown on food packaging labels has on product perception during tasting: Effects and gender differences

Design factors influence consumers’ gazing behaviour and decision time in an eye-tracking test: A study on food images

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