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Eye tracking

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Full-Text Articles in Engineering Science and Materials

Measuring Arousal Through Physiological Responses To Packaging Designs: Investigating The Validity Of Electrodermal Activity As A Measure Of Arousal In A Realistic Shopping Environment, Daniel Hutcherson May 2013

Measuring Arousal Through Physiological Responses To Packaging Designs: Investigating The Validity Of Electrodermal Activity As A Measure Of Arousal In A Realistic Shopping Environment, Daniel Hutcherson

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The validity of electrodermal activity is investigated in the context of packaging design evaluation as a sensitive measure of arousal. Analysts agree that purchasing decisions are subconscious and emotional decisions, contrasted against the popular belief that consumers make purely rational decisions. To understand the personal and rapid character of a consumer's purchasing decisions we must find methods of which to measure and interpret consumer reactions to various packaging designs. Focus groups are discussed as antiquated research methods and new, advanced technologies are outlined as physiological responses. Past literature displays methodological approaches to using electrodermal activity measures in consumer studies ...


Product Display Versus Graphical Representation On Packaging, Joshua Galvarino Dec 2012

Product Display Versus Graphical Representation On Packaging, Joshua Galvarino

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ABSTRACT
Previous research conducted (Hurley, et al., 2012) concerning physical and graphical product visibility from the primary display panel (PDP) is limited to one product category. This research expands previous peer-reviewed research, which indicates that there is a significant difference between consumer preferences of graphical display vs. physical product display on packaging.
The shelf presence of packages showing actual product visibility versus packages showing only a graphical representation of the product was evaluated. Both shopping results and quantitative data using eye-tracking technology were collected and cross-referenced with a qualitative, post-experiment survey.
Specifically, variables of packaging within pasta, snacks, prepared frozen ...


The Effect Of Full Body Versus Partial Body Graphic Labeling On Beverage Packaging, Toni Gomes May 2012

The Effect Of Full Body Versus Partial Body Graphic Labeling On Beverage Packaging, Toni Gomes

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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 ...