Prefer. However, the latter function is lost in the transparent packing images when viewed on a screen. 69, 5765. Besides, participants in the current study had known their task to assess willingness to purchase, which might drive their eye movement behavior.

In this study, college students were asked to evaluate prepackaged foods presented on a computer screen, and their eye movements were recorded. (2016) pointed out that the visibility of attractive foods, or viewing pictures of desirable food, increases our visual hunger.

Attractive packaging with salient elements helps to enhance consumers willingness to purchase. Behav., 200, 96103.

In order to reduce the visual differences of the three versions of packaging, we matched the position and size of food trademarks and windows, which were also based on actual products in supermarkets to increase ecological validity. - User Information Legal Enquiry Guide, 1999-2022 Alibaba.com. From desktop to supermarket shelf: eye-tracking exploration on consumer attention and choice. The main effects of package type on packaging attractiveness were significant for nuts, F(2, 42) = 6.85, p = 0.003, preserved fruits, F(2, 42) = 4.53, p = 0.017, and instant cereals, F(2, 42) = 5.80, p = 0.006. The correlation analyses also revealed that there was a significant positive correlation between packaging attractiveness and willingness to purchase. The participants had no color blindness, color weakness, or history of mental illness. The researchers also found that seeing vegetables in a transparent package decreased the consumption of vegetables, which might be because vegetables were not regarded as tasty or attractive. Transparent windows on food packaging can effectively highlight the actual food inside. Food packaging and consumer responses, a focus group study. bags paper packaging square kraft multipurpose window They found that participants preferred to buy foods with transparent packaging rather than opaque packaging. Front. doi: 10.1509/jm.11.0610, Estiri, M., Hasangholipour, T., Yazdani, H., Nejad, H. J., and Rayej, H. (2010). Sci. These data were partially inconsistent with the prediction of the salience effect hypothesis (Spence et al., 2016), which might be caused by the food categories we selected. The results of eye-tracking data showed that the salience effect was modulated by product category. Prefer. Terms of Use However, the attractiveness of food packaging most significantly promotes consumers willingness to purchase the product.

Brain Cogn. This model provides a plausible explanation for the mechanism underlying the transparent window salience effect. In the case of vegetables or vegetable meals, transparent packaging appears to have little superiority over opaque packaging in terms of food choice. This baseline is different from the blank condition used by Simmonds et al.

During the experimental stage, the researcher briefly introduced the overall procedure and experimental equipment to the participants, and then carried out a five-point calibration. No use, distribution or reproduction is permitted which does not comply with these terms. More than 97.6% of data were kept for final analyses. How visual attention and choice are affected by consumer preferences and properties of the supermarket shelf. (2015) stated that transparent windows decrease, rather than increase, the perceived healthiness of the tested products, such as coffee, carrot soup, and carrot baby food. 'Show me the goods': assessing the effectiveness of transparent packaging vs. product imagery on product evaluation. Do isolated packaging variables influence consumers attention and preferences? (2020). The pilot study investigated the popularity and category of products with transparent packaging in markets in Xian. Retail Distrib. Food Qual. Intellectual Property Protection Proportion of graphic or transparent packaging in one food category = Number of graphic or transparent packaging for the observed food category/Total number of graphic and transparent packaging for that observed food category. The present study examined whether food packaging with transparent windows (relative to packaging with food and non-food graphic windows in the same position and of the same size) has more advantages in capturing consumer attention and determining consumers willingness to purchase. For customers, food packaging is a direct source to obtain food-related information such as the food category, brand, manufacturer, and expiration date, which form the basis of food decision-making. (2018). Mark.

Of the 170 food brands surveyed, 70.6% of them used bag packaging, 17.1% packaged their products in cans, and 12.3% of them used boxes. Therefore, the early-stage measure of time to first fixation may reflect the interaction between the participants bottom-up and top-down processing of the packaging pictures. J. All authors contributed to the design of the study. doi: 10.1057/palgrave.bm.2550074, Milosavljevic, M., Navalpakkam, V., Koch, C., and Rangel, A. Deng and Srinivasan (2013) used foods like candies and cookies as experimental materials and examined the effects of food size, appearance, and packaging transparency on food consumption. Prefer. This result meant that the transparent window in preserved fruit packaging could capture participants attention more quickly. doi: 10.1016/j.physbeh.2018.04.030, Gidlf, K., Anikin, A., Lingonblad, M., and Wallin, A. Figure 2. Shimojo, S., Simion, C., Shimojo, E., and Scheier, C. (2003). However, the results of the current study suggest that packaging attractiveness appears to work at a more general level. Presented at the Marketing and Business Development (MBD) International Conference; October 28, 2015; Bucharest, Romania. - Thinking inside the box: how seeing products on, or through, the packaging influences consumer perceptions and purchase behaviour. Thus, researchers can use field experiments or VR technology to further improve the ecological validity of corresponding studies. In the review, there were 33% studies with sample size less than 60 participants and the smallest sample size was only 10 participants (Bialkova and van Trijp, 2011). Most preserved fruits are sticky or frosted, and thus graphic window packaging is more suitable to attract consumers to these products. Food Qual. A pilot study was performed before creating the experimental materials. 36. eds. Participants were then asked to estimate their willingness to purchase the product (i.e., How likely would you be to buy this food, assuming it was available and at a reasonable price?) This is mainly due to the bottles used in the carbonated beverage industry.PET can also have additives introduced to its existing form in order to increase different properties of the plastic such as Amorphous, Crystalline PETG and RPET. mylar tear | PS is a hard and brittle thermoplastic which comes clear, but through the use of colorants it can be made in any color. The participants then performed the formal experiment with 27 trials (see Figure 3 for a demonstration). Appl. With the increase in market competition, food manufacturers are paying increasing attention to packaging design to maintain regular customers and attract new customers (Silayoi and Speece, 2007; Kuvykaite and Navickiene, 2009; Estiri et al., 2010; Simmonds and Spence, 2019). For nuts, most are shelled, and the difference between the actual food inside the packaging and the food image is slight. On the measurement of consumer preferences and food choice behavior: the relation between visual attention and choices. transparent chemical material containers crystal fordesigner proxy check cristal qu transparente recipientes Vol. The results showed that participants judged an unfamiliar product to be of higher quality and trustworthiness when it was in transparent packaging and preferred to pay more for it. Eating with our eyes: from visual hunger to digital satiation. transparent chemical fordesigner material crystal containers recipientes cristal transparente qu produits riau chimiques contenants mat H2: The eye movement measures reflecting salience effects are related to a willingness to purchase. Packaging with transparent elements shows consumers the most authentic appearance of the food inside the packaging (Fernqvist et al., 2015). The present study revealed salience effects for both transparent and graphic conditions. It is commonly used to refer to flexible PVC. Eye tracking: A comprehensive guide to methods and measures. Transparent packaging and consumer purchase decisions. Therefore, packaging attractiveness, instead of eye movement measuring, is more appropriate to predict willingness to purchase. Food Qual. eds. Top row: nuts; middle row: preserved fruits; bottom row: instant cereals. 6:633. doi: 10.3389/fpsyg.2015.00633. Food imagery and transparency in product packaging in Multisensory packaging: Designing new product experiences.

Eye-tracking approaches have not been used to test whether transparent packaging attracts consumer attention, and how this attraction modulates purchase behaviors. For nuts and instant cereals, none of the correlations between fixation patterns and willingness to purchase were statistically significant.

Time to first fixation (TTFF; i.e., latent time to first fixate an interest area Ma and Zhuang, 2020) was selected as one of the main indicators of attention capture by salient features. In general, transparent window packaging and graphic window packaging capture consumers attention better, resulting in longer total time and a larger number of fixations than the baseline condition. (2018b) proposed that the packaging attractiveness was a necessary premise of supporting the salience effect of transparent window packaging. Single factor Latin square experimental design was adopted for the three package types (i.e., transparent window packaging, graphic window packaging, and baseline window packaging). Food packaging: the medium is the message. The extreme value (2.5 SD) of the concerned eye movement measures was excluded. If a participants score was higher than 4, they were asked to eat snacks that were unrelated to the experimental stimuli. J. PVC is safe to use with food.PVC is 57% Sodium Chloride (table salt) and 43% carbon. Psychol.

When consumers stand in front of the shelves in a supermarket, food packaging attracts their attention, and plays an important role in shaping consumers food choice behavior. Paired comparison showed that for the three food categories, the total time in the transparent conditions (ps < 0.001) and graphic conditions (ps < 0.014) were significantly longer than that in the baseline condition. This opinion is consistent with the salience effect hypothesis proposed by Deng and Srinivasan (2013). Future studies should use more ecological tasks as that in real-life shopping. This material has a slight haze. Spearmans correlation coefficient was used to test the correlation between the eye movement indexes and behavior indexes with SPSS 22.0. Each packaging picture contains elements such as the trademark, food name, a picture or transparent window, certification mark, and food net content. doi: 10.1038/nn1150, Silayoi, P., and Speece, M. (2007). 23, 394417. However, for preserved fruits, there were significant differences among different package types, F(2, 42) = 4.24, p = 0.021. After successful calibration, participants finished three practice trials to familiarize the experimental procedure. The distance between the participants eyes and the screen was 62 cm. The product with the transparent cover had 30% lower sales than the product with opaque products. Paired comparisons showed that number of fixations in the transparent conditions (ps < 0.001) and graphic conditions (nuts: p = 0.037, preserved fruits, p < 0.001, and instant cereals: p = 0.062) were significantly more than the baseline conditions. Mark. These differences may contribute to the different conclusion they arrived at, where the salience effect only applied to transparent conditions.

A number of studies have shown that visually salient stimulus not only captured participants attention quickly but also retained longer processing time (Shimojo et al., 2003; Bialkova and van Trijp, 2011; Milosavljevic et al., 2012; Orquin and Mueller Loose, 2013). When PP is burnt it produces CO2 and water. However, transparent packaging may decrease several subjective feelings such as product quality, trustworthiness, aesthetics, and healthiness, and these effects are constrained by product categories and product familiarity (see the review by Simmonds and Spence, 2017). Shaping perceptions: exploring how the shape of transparent windows in packaging designs affects product evaluation. Evidence from a choice experiment involving eye-tracking.

This means that long gaze duration does not necessarily lead to a final purchase decision (see also Balcombe et al., 2017; Wolf et al., 2019). Physiol. Impact of package elements on consumers purchase decision. - We also selected two most commonly used eye movement measures: total time (TT; i.e., the sum of the duration across all fixations that fall in the current interest area) and number of fixations (NF; i.e., total number of fixations falling in the interest area) to reveal the total attention interest in the corresponding region (Wedel and Pieters, 2007; Holmqvist et al., 2011). Examples of stimuli used in experiment. Table 1. (2018b), we used three packaging types: packaging with a transparent window (transparent), completely opaque packaging with a food image (graphic), and completely opaque packaging with a non-food image (baseline). These sticky coatings would smear against the inner transparent window of the packaging and reduce participants appetite. Appetite 156:104859. doi: 10.1016/j.appet.2020.104859, Maughan, L., Gutnikov, S., and Stevens, R. (2007). Manag. Psychol. J. Consum. However, such effects were modulated by food size and appearance. When do transparent packages increase (or decrease) food consumption? Econ. The authors argued that transparent window packaging could enhance consumers purchase intention by highlighting the food inside, and attractive transparent window packaging can make this effect more notable. doi: 10.1108/S1548-6435(2008)0000004009, Wolf, A., Ounjai, K., Takahashi, M., Kobayashi, S., Matsuda, T., and Lauwereyns, J. Res. (2019). The editor and reviewer's affiliations are the latest provided on their Loop research profiles and may not reflect their situation at the time of review. The data showed that there were no statistical differences between transparent and graphic stimuli for all the measures except for number of fixations, which suggests that both transparent and graphic window packaging have similar salience effects for nuts. | Affiliate, Product Listing Policy Decis. The evaluation tasks showed that consumers had more interest in buying products with opaque packaging. *Correspondence: Guojie Ma, magj@snnu.edu.cn; Xiangling Zhuang, zhuangxl@snnu.edu.cn, View all However, using the eye-tracking approach is necessary to definitively ascertain if packaging with transparent elements really captures consumer attention. 10, 535543. Eur. Opaque packaging is widely used in food packaging, especially packaging with product images. Nat. Therefore, transparent window packaging and graphic window packaging can efficiently capture consumers attention and increase product attractiveness. Based on the following two important characteristics of the salience effect hypothesis (Deng and Srinivasan, 2013): (1) Salient food packaging elements can effectively attract the attention of consumers; (2) Attention attracted by salient elements will improve consumers willingness to purchase, two hypotheses were proposed: H1: Transparent, rather than graphic, packaging can attract more attention (i.e., longer total time, larger number of fixations, and shorter time to first fixation of the transparent window) than packaging in the baseline condition. Additionally, the results showed that, out of the three product categories tested, transparent window packaging attracted consumer attention most quickly for preserved fruit. Rev. doi: 10.1016/j.foodqual.2011.03.010. Oxford: Oxford University Press. The implications for stakeholders and future research directions are discussed. All authors contributed to the article and approved the submitted version. The materials used in the present study consist of nine types of food for each food category, which can provide higher ecological and statistical validity. Using combined eye tracking and word association in order to assess novel packaging solutions: a case study involving jam jars. 9:936. doi: 10.3389/fpsyg.2018.00936, Wolf, A., Ounjai, K., Takahashi, M., Kobayashi, S., Matsuda, T., and Lauwereyns, J. 2. Food packaging not only protects food and extends the shelf life of food products, but also conveys the information like product attributes, price, and promotional messages (Hawkes, 2010). Res. Shimojo et al. It maintains strength in high-impact applications and is easily molded. Time to first fixation was used as one of the main indicators to investigate the salience effect in this study. Looking is buying. In previous studies, according to the salience effect hypothesis, researchers proposed that packaging with transparent elements would always stand out to consumers compared with opaque packaging, and attracted consumers to eat more, or promoted their purchase behavior (Deng and Srinivasan, 2013; Simmonds et al., 2018b). For preserved fruits, time to first fixations was shorter in transparent packaging than other conditions. A power calculation performed using the G*power software suggests that at least 52 subjects per condition are needed to detect a medium effect size (most of effect sizes for WTP were larger than 0.3 in Simmonds et al., 2018b) of d = 0.8 with = 0.05 for a one-way ANOVA analysis. 1. Increasing consumers attention capture and food choice through bottom-up effects.

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