6533b7d9fe1ef96bd126d7b2
RESEARCH PRODUCT
Designing a Low-Fat Food Packaging: Comparing Consumers’ Responses in Virtual and Physical Shopping Environments
Adrián Alacreu-crespoNatalia Vila-lópezInés Küster-boludasubject
cognitionHealth (social science)Unconscious mindpackagingEye muscleContext (language use)Plant Scienceemotionslcsh:Chemical technologyHealth Professions (miscellaneous)MicrobiologyArticlePhysical context0502 economics and business0501 psychology and cognitive scienceslcsh:TP1-1185050102 behavioral science & comparative psychologyProduct (category theory)physical05 social sciencesCognitionPhysiological responsesTest (assessment)050211 marketingvirtualPsychologyFood ScienceCognitive psychologydescription
This paper aims to test to what extent emotional responses towards a low-fat product presented virtually converge with emotional responses toward this product when presented physically. Second, we want to probe if low-order emotions (physiological/unconscious responses) and high-order emotions (cognitive/conscious responses) converge to explain healthy product choices. To this end, 83 young participants were engaged in our experiment. Two packaging design variables were manipulated with the help of a real company (the color and the message), so that six different packages were created. Two different buying contexts were simulated: A virtual context and a physical context. Physiological responses were continuously recorded in both contexts (heart rates, electro-dermal responses, and eye muscle reactions). At the end, participants provided cognitive responses in a questionnaire concerning the selected package. Our results have demonstrated that low-order emotions remain stable (from a virtual to a physical environments). Virtual simulations elections and real product elections are correlated (X2 = 40.493
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2021-01-21 | Foods |