Gunaratne Nadeesha M, Fuentes Sigfredo, Gunaratne Thejani M, Torrico Damir D, Ashman Hollis, Francis Caroline, Gonzalez Viejo Claudia, Dunshea Frank R
Faculty of Veterinary and Agricultural Sciences, School of Agriculture and Food, University of Melbourne, VIC 3010 Parkville, Australia.
Department of Wine, Food and Molecular Biosciences, Faculty of Agriculture and Life Sciences, Lincoln University, Lincoln 7647, New Zealand.
Foods. 2019 Jul 12;8(7):253. doi: 10.3390/foods8070253.
Eye fixations on packaging elements are not necessarily correlated to consumer attention or positive emotions towards those elements. This study aimed to assess links between the emotional responses of consumers and the eye fixations on areas of interest (AOI) of different chocolate packaging designs using eye trackers. Sixty participants were exposed to six novel and six familiar (commercial) chocolate packaging concepts on tablet PC screens. Analysis of variance (ANOVA) and multivariate analysis were performed on eye tracking, facial expressions, and self-reported responses. The results showed that there were significant positive correlations between liking and familiarity in commercially available concepts ( = 0.88), whereas, with novel concepts, there were no significant correlations. Overall, the total number of fixations on the familiar packaging was positively correlated ( = 0.78) with positive emotions elicited in people using the FaceReader™ (Happy), while they were not correlated with any emotion for the novel packaging. Fixations on a specific AOI were not linked to positive emotions, since, in some cases, they were related to negative emotions elicited in people or not even associated with any emotion. These findings can be used by package designers to better understand the link between the emotional responses of consumers and their eye fixation patterns for specific AOI.
对包装元素的眼睛注视并不一定与消费者对这些元素的关注或积极情绪相关。本研究旨在使用眼动仪评估消费者的情绪反应与不同巧克力包装设计的感兴趣区域（AOI）上的眼睛注视之间的联系。60名参与者在平板电脑屏幕上接触了六种新颖的和六种熟悉的（商业）巧克力包装概念。对眼动追踪、面部表情和自我报告的反应进行了方差分析（ANOVA）和多变量分析。结果表明，在市售概念中，喜好与熟悉度之间存在显著正相关（=0.88），而对于新颖概念，则不存在显著相关性。总体而言，对熟悉包装的注视总数与使用FaceReader™（快乐）软件在人们身上引发的积极情绪呈正相关（=0.78），而它们与新颖包装引发的任何情绪均无关联。对特定AOI的注视与积极情绪无关，因为在某些情况下，它们与人们引发的消极情绪有关，或者甚至与任何情绪都没有关联。包装设计师可以利用这些发现更好地理解消费者的情绪反应与其对特定AOI的眼睛注视模式之间的联系。
