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The Effect Of Full Body Versus Partial Body Graphic Labeling On Beverage Packaging, Toni Gomes
Through the collection of quantitative and qualitative data, the shelf presence of
full body graphic labels versus partial body graphic labels on plastic beverage bottles was
examined and evaluated. Eye tracking was used to collect phenomenological data atop
the stimuli, while a shopping checklist was used to collect purchase preference. A postexperiment
survey was also conducted in order to gather qualitative data regarding
possible purchase influences.
The experiment was a 2 (label size) x 6 (beverage flavor) x 2 (age group) study,
conducted with 28 participants in a consumer retail environment using mobile eye
tracking technology. The goal of this ...