Journal article

Consumer Acceptability, Eye Fixation, and Physiological Responses: A Study of Novel and Familiar Chocolate Packaging Designs Using Eye-Tracking Devices

Nadeesha M Gunaratne, Sigfredo Fuentes, Thejani M Gunaratne, Damir D Torrico, Hollis Ashman, Caroline Francis, Claudia Gonzalez Viejo, Frank R Dunshea

FOODS | MDPI | Published : 2019


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 ..

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Awarded by Australian government through the Australian Research Council

Funding Acknowledgements

This research was funded by the Australian government through the Australian Research Council, grant number IH120100053.