Using Combined Bipolar Semantic Scales and Eye‐Tracking Metrics to Compare Consumer Perception of Real and Virtual Bottles

Abstract

Three‐dimensional virtual representations of consumer products are expected to gain relevance in e‐commerce applications as low cost virtual reality headsets arrive on the market in the next years. However, there are a limited number of studies related to the perceptual evaluation of virtual products and their packaging where virtual and real (photographic) representations are compared. As part of an extensive exploration toward understanding product perception in virtual stores, this work presents a study with 38 participants in which consumer perceptions of a photographic and a virtual representation of a beer bottle are examined. Perceptual evaluation is assessed using two metrics: first, an evaluation was performed by applying a bipolar semantic scale based on four axes: novelty, resolution, style and emotion. Second, eye‐tracking metrics were employed to analyse participant gaze behaviour during the visualization of stimuli. Virtual bottles were modelled using a medium polygonal load (5 K polygons per bottle), and render quality was also medium to intentionally recreate the computing limitations of smartphone‐based virtual reality headsets. Results show that a medium render quality alters consumer perception and responses using semantic scales. Eye‐tracking analysis confirms that the orientation of the bottle and how it is presented also affect consumer perception. While some orientations result in similar eye‐tracking metrics, others show different results. Copyright © 2015 John Wiley & Sons, Ltd.

Review of the use of neurophysiological and biometric measures in experimental design research

“…In the results, significant correlations of the form of representation are found with neither the gazing behavior nor the designation of preferences. The findings from Rojas et al (2015a) are partially contradicting, as participants' stated perception is affected by renders with medium quality (if compared to photos), while the orientation of the examined products significantly impacts on ET variables. The thrust of the experiment illustrated in Suzianti et al (2015) is to study the effect of text, fonts and variations thereof, and color of packaging on product preferences.…”

Technological advancements and opportunities in Neuromarketing: a systematic review

“…Neuromarketing research utilizes marketing strategies in the form of stimuli, and aims to invoke, capture and analyze activities occurring in different brain regions while [17], Yadava et al [18], Rojas et al [19], Pozharliev [20], Touchette and Lee [21], Marques et al [22], Shen et al [23], Çakir et al [24], Hubert et al [25], Hsu and Chen et al [26], Hoefer et al [27], Gurbuj and Toga [28], Wriessnegger et al [29], Wang et al [30], Wolfe et al [31], Bosshard et al [32], Fehse et al [33].…”

“…iii. Neural response recording techniques EEG Soria Morillo et al [40], Yang et al [41], Chew et al [17], Cherubino et al [42], Soria Morillo et al [43], Yadava et al [18], Doborjeh et al [64], Çakar et al [34], Kaur et al [65], Baldo et al [19] For the purpose of Neuromarketing experiments, the following literatures selected right-handed participants, with normal or corrected-to-normal vision, free of central nervous system influencing medications and with no history of neuropathology.…”

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“…studies related to the use of VR to develop service configuration, reduce uncertainty in the buying decision process and the use of gaze tracking (Markopoulos & Hosanagar, 2018). Gaze tracking (or eye tracking) is the process of electronically locating the point of a person's gaze or following and recording the movement of the point of gaze, which can be done through methods involving attachments to the eye or using the images of the eye taken without any physical contact (e.g., Rojas, Contero, Bartomeu & Guixeres, 2015;Arabadzhiyska, Tursun, Myszkowski, Seidel & Didyk, 2017;Mompean, Aragon, Prieto & Artal, 2018). Eye movement data provide a detailed reflection of cognitive information processing in many different kinds of displays visualized by participants (e.g., products packaged in a virtual scenario, virtual bottles, colours and hills in a virtual scenario of a landscape, information in yellow pages) (e.g., Lohse, 1997).…”

“…In another study, Rojas et al (2015) prepare a photographic and a virtual representation of a beer bottle to be analysed by consumers. Eye-tracking analysis confirms that the orientation of the bottle and how it is presented also affect consumer perception.…”