Using combined eye tracking and word association in order to assess novel packaging solutions: A case study involving jam jars

Food Quality and Preference

Volumn 28, Issue 1, 2013, Pages 328-338

  Piqueras Fiszman, Betina ^a,b   Velasco, Carlos ^b   Salgado Montejo, Alejandro ^c   Spence, Charles ^b  

^a UNIVERSITAT POLITÈCNICA DE VALÈNCIA   (Spain)

^b UNIVERSITY OF OXFORD   (United Kingdom)

^c PONTIFICIA UNIVERSIDAD JAVERIANA   (Colombia)

Author keywords

Conjoint analysis; Consumer attention; Eye tracking; Multiple factor analysis; Packaging design; Word association

Indexed keywords

EID: 84870207593     PISSN: 09503293     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.foodqual.2012.10.006     Document Type: Article

References (63)

1. Ajzen I., Fishbein M. Understanding attitudes and predicting behaviour 1980, Prentice-Hall Inc., Engelwood Cliffs, New Jersey.
2. Anon Maximum appeal. Active and Intelligent Packaging World 2010, 9(3):4-8.
3. Ares G., Barreiro C., Deliza R., Giménez A., Gámbaro A. Consumer expectations and perception of chocolate milk desserts enriched with antioxidants. Journal of Sensory Studies 2010, 25:243-260.
4. Ares G., Deliza R. Studying the influence of package shape and colour on consumer expectations of milk desserts using word association and conjoint analysis. Food Quality and Preference 2010, 21:930-937.
5. Ares G., Giménez A., Deliza R. Influence of three non-sensory factors on consumer choice of functional yogurts over regular ones. Food Quality and Preference 2010, 21:361-367.
6. Bécue-Bertaut M., Álvarez-Esteban R., Pagès J. Rating of products through scores and free-text assertions: Comparing and combining both. Food Quality and Preference 2008, 19:122-134.
7. Bécue-Bertaut M., Lê S. Analysis of multilingual labeled sorting tasks: Application to a cross-cultural study in wine industry. Journal of Sensory Studies 2011, 26:299-310.
8. Bécue-Bertaut M., Pagès J. Multiple factor analysis and clustering of a mixture of quantitative, categorical and frequency data. Computational Statistics and Data Analysis 2008, 52:3255-3268.
9. Bialkova S., van Trijp H. An efficient methodology for assessing attention to and effect of nutrition information displayed front-of-pack. Food Quality and Preference 2011, 22:592-601.
10. Connor C.E., Egeth H.E., Yantis S. Visual attention: Bottom-up vs. top-down. Current Biology 2004, 14:850-852.
11. Crilly N., Moultrie J., Clarkson P.J. Seeing things: Consumer response to the visual domain in product design. Design Studies 2004, 25:547-577.
12. Fenko A., Schifferstein H.N.J., Hekkert P. Shifts in sensory dominance between various stages of user-product interactions. Applied Ergonomics 2010, 41:34-40.
13. Gofman A. Emergent scenarios, synergies, and suppressions uncovered within conjoint analysis. Journal of Sensory Studies 2006, 21:373-414.
14. Gofman A., Moskowitz H., Fyrbjork J., Moskowitz D., Mets T. Rule developing experimentation to perception of food packages with eye tracking. The Open Food Science Journal 2009, 3:66-78.
15. Green J. Approaching the core of consumer behaviour. Marketing Research 1984, November:19-20.
16. Green P.E., Srinivasan V. Conjoint analysis in consumer research: Issues and outlook. Journal of Consumer Research 1978, 5:103-123.
17. Guerrero L., Claret A., Verbeke W., Enderli G., Zakowska-Biemans S., Vanhonacker F., et al. Perception of traditional food products in six European regions using free word association. Food Quality and Preference 2010, 21:225-233.
18. Guerrero L., Colomer Y., Guàrdia M.D., Xicola J., Clotet R. Consumer attitude towards store brands. Food Quality and Preference 2000, 11:387-395.
19. Hoffman J., Subramaniam B. The role of visual attention in saccadic eye movements. Perception & Psychophysics 1995, 57:787-795.
20. Knudsen E. Fundamental components of attention. Annual Review of Neuroscience 2007, 30:57-78.
21. Lê S., Josse J., Husson F. FactoMineR: An R package for multivariate analysis. Journal of Statistical Software 2008, 25:1-18.
22. Lederman S.J. Tactile roughness of grooved surfaces: The touching process and effects of macro- and microsurface structure. Perception & Psychophysics 1974, 16:385-395.
23. Lindgaard G., Fernandes G.J., Dudek C., Brown J. Attention web designers: You have 50 milliseconds to make a good first impression. Behaviour & Information Technology 2006, 25:115-126.
24. MacFie H.J., Bratchell N., Greenhoff K., Vallis L.V. Designs to balance the effect of order of presentation and first-order carry-over effects in hall tests. Journal of Sensory Studies 1989, 4:129-148.
25. Milosavljevic, M., Navalpakkam, V., Koch, C., & Rangel, A. (in press). Relative visual saliency differences induce sizable bias in consumer choice. Journal of Consumer Psychology, doi:10.1016/j.jcps.2011.10.002.
26. Mizutani N., Dan I., Kyutoku Y., Tsuzuki D., Clowney L., Kusakabe Y., et al. Package images modulate flavors in memory: Incidental learning of fruit juice flavors. Food Quality and Preference 2012, 24:92-98.
27. Modell S. Triangulation between case study and survey methods in management accounting research: An assessment of validity implications. Management Accounting Research 2005, 16:231-254.
28. Morich D. Using tachistoscope, semantic differential and preference tests in package design assessment. Handbook of package design research 1981, 125-140. Wiley Interscience, New York. W. Stern (Ed.).
29. Moskowitz H.R. The relationships between sensory, liking and image attributes: The case of soap. Journal of Sensory Studies 1998, 13:13-27.
30. Moskowitz H.R., Reisner M., Lawlor J.B., Deliza R. Packaging research in food product design and development 2009, Wiley-Blackwell, Ames.
31. Moskowitz H.R., Silcher M. The applications of conjoint analysis and their possible uses in sensometrics. Food Quality and Preference 2006, 17:145-165.
32. Murray J.M., Delahunty C.M. Mapping consumer preference for the sensory and packaging attributes of Cheddar cheese. Food Quality and Preference 2000, 11:419-435.
33. Parise C.V., Spence C. Assessing the associations between brand packaging and brand attributes using an indirect performance measure. Food Quality and Preference 2012, 24:17-23.
34. Pertzob Y., Avidan G., Zohary E. Accumulation of visual information across multiple fixations. Journal of Vision 2009, 9:1-12.
35. Pieters R., Warlop L. Visual attention during brand choice. The impact of time pressure and task motivation. International Journal of Research in Marketing 1999, 16:1-16.
36. Pieters R., Warlop L., Wedel M. Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory. Management Science 2002, 48:765-781.
37. Piqueras-Fiszman B., Ares G., Varela P. Semiotics and perception: Do labels convey the same messages to older and younger consumers?. Journal of Sensory Studies 2011, 26:197-208.
38. Piqueras-Fiszman B., Spence C. Crossmodal correspondences in product packaging: Assessing color-flavor correspondences for potato chips (crisps). Appetite 2011, 57:753-757.
39. Raine T. Multisensory appeal 2007, Packaging News, May, 36-37.
40. Rayner K. Eye movements in reading and information processing: 20 years of research. Psychological Bulletin 1998, 124:372-422.
41. Rayner K., Miller B., Rotello C.M. Eye movements when looking at print advertisements: The goal of the viewer matters. Applied Cognitive Psychology 2008, 22:697-707.
42. Rayner K., Rotello C.M., Stewart A., Keir J., Duffy S.A. Integrating text and pictorial information: Eye movements when looking at print advertisements. Journal of Experimental Psychology: Applied 2001, 7:219-226.
43. Raz C., Piper D., Haller R., Nicod H., Dusart N., Giboreau A. From sensory marketing to sensory design: How to drive formulation using consumers' input?. Food Quality and Preference 2008, 19:719-726.
44. Rettie R., Brewer C. The verbal and visual components of package design. Journal of Product and Brand Management 2000, 9(1):56-70.
45. Reutskaja E., Nagel R., Camerer C.F., Rangel A. Search dynamics in consumer choice under time pressure: An eye-tracking study. The American Economic Review 2011, 101:900-926.
46. Roininen K., Arvola A., Lähteenmäki L. Exploring consumers' perception of local food with two different qualitative techniques: Laddering and word association. Food Quality and Preference 2006, 17:20-30.
47. Roland P.E., Mortensen E. Somatosensory detection of microgeometry, macrogeometry and kinesthesia in man. Brain Research Reviews 1987, 12:1-42.
48. Russo J.E., Leclerc F. An eye-fixation analysis of choice processes for consumer nondurables. Journal of Consumer Psychology 1994, 21:274-290.
49. Silayoi P., Speece M. The importance of packaging attributes: A conjoint analysis approach. European Journal of Marketing 2007, 41:1495-1517.
50. Simmons W.K., Martin A., Barsalou L.W. Pictures of appetizing foods activate gustatory cortices for taste and reward. Cerebral Cortex 2005, 15:1602-1608.
51. Spence C. Crossmodal attention. Scholarpedia 2010, 5(5):6309. 10.4249/scholarpedia.6309.
52. Spence C.J., Driver J. Covert spatial orienting in audition: Exogenous and endogenous mechanisms. Journal of Experimental Psychology: Human Perception and Performance 1994, 20:555-574.
53. Crossmodal space and crossmodal attention 2004, Oxford University Press, Oxford. C. Spence, J. Driver (Eds.).
54. Spence C., Gallace A. Multisensory design: Reaching out to touch the consumer. Psychology & Marketing 2011, 28:267-308.
55. Spence C., Piqueras-Fiszman B. The multisensory packaging of beverages. Food packaging: Procedures, management and trends 1974, Nova Publishers, Hauppauge, NY. M.G. Kontominas (Ed.).
56. Spence C., Santangelo V. Auditory attention. Auditory perception 2009, 249-270. Oxford University Press, Oxford. C. Plack (Ed.).
57. Stoll M., Baecke S., Kenning P. What they see is what they get? An fMRI-study on neural correlates of attractive packaging. Journal of Consumer Behaviour 2008, 7:342-359.
58. van Herpen E., van Trijp H.C.M. Front-of-pack nutrition labels. Their effect on attention and choices when consumers have varying goals and time constraints. Appetite 2011, 57:148-160.
59. van Kleef E., van Trijp H.C.M., Luning P. Consumer research in the early stages of new product development: A critical review of methods and techniques. Food Quality and Preference 2005, 16:223-226.
60. Wedel M., Pieters R. A review of eye-tracking research in marketing. Review of Marketing Research 2007, 4:123-147.
61. Wedel M., Pieters R. Visual marketing: From attention to action 2008, Lawrence Erlbaum Associates, New York.
62. Weinsten S. Brain wave analysis: The beginning and future of package design research. Handbook of package design research 1981, 492-504. Wiley Interscience, New York. W. Stern (Ed.).
63. Yantis S. Goal-directed and stimulus-driven determinants of attentional control. Attention and performance 2000, Vol. 18:73-103. MIT Press, Cambridge, MA.