PRODUCT DISPLAY VERSUS GRAPHICAL REPRESENTATION ON PACKAGING

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 meals and refrigerated meats were analyzed in this research. The experimental design took the form of a 4 (products) x 4 (package styles) study. A total of 130 participants contributed to the study by shopping in a staged retail environment and then filling out a survey. There were three main goals for this study: determine if participants were more visually attentive to graphical representations of products or actual products being shown, determine if participants were more/less visually attentive to packages showing a higher/lower percentage of actual products, and lastly determine which packaging styles consumers preferred given the opportunity to choose between the styles. Analysis of participant shopping selections revealed that packages displaying actual product through windows were selected significantly more than packages displaying only a graphical representation of the product. No significant purchase differences were seen between higher/lower percentages of actual products being displayed. Eye-tracking data analysis generally showed no significant differences for window type or presence

Opinion mining and sentiment analysis in marketing communications: a science mapping analysis in Web of Science (1998–2018)

Opinion mining and sentiment analysis has become ubiquitous in our society, with applications in online searching, computer vision, image understanding, artificial intelligence and marketing communications (MarCom). Within this context, opinion mining and sentiment analysis in marketing communications (OMSAMC) has a strong role in the development of the field by allowing us to understand whether people are satisfied or dissatisfied with our service or product in order to subsequently analyze the strengths and weaknesses of those consumer experiences. To the best of our knowledge, there is no science mapping analysis covering the research about opinion mining and sentiment analysis in the MarCom ecosystem. In this study, we perform a science mapping analysis on the OMSAMC research, in order to provide an overview of the scientific work during the last two decades in this interdisciplinary area and to show trends that could be the basis for future developments in the field. This study was carried out using VOSviewer, CitNetExplorer and InCites based on results from Web of Science (WoS). The results of this analysis show the evolution of the field, by highlighting the most notable authors, institutions, keywords, publications, countries, categories and journals.The research was funded by Programa Operativo FEDER Andalucía 2014‐2020, grant number “La reputación de las organizaciones en una sociedad digital. Elaboración de una Plataforma Inteligente para la Localización, Identificación y Clasificación de Influenciadores en los Medios Sociales Digitales (UMA18‐ FEDERJA‐148)” and The APC was funded by the same research gran

EFFECTIVENESS OF DISPLAY TRAYS ON ATTENTION AND PURCHASE OF CONSUMER PRODUCTS

Through the collection of qualitative and quantitative data, consumer perception and preference of display trays in the retail environment was examined and evaluated. Purchase decision and eye-tracking data was collected, as well as qualitative survey information, to determine if participants favored packages in a display tray opposed to packages placed directly on store shelving. This preference was measured in terms of time to first fixation, total fixation duration, fixation count as well as final purchasing decision. The experiment analyzed liquid dish soap and canned tomatoes, and was organized as a 2 (products per category) x 1 (display tray per category) design. There were a total of 65 participants who completed the study by shopping in the immersive retail experience laboratory, CUshop(TM), followed by an electronic survey. Analysis of eye tracking, purchase decision and survey data revealed no significant preference for display trays. Packages placed into a display tray tended to have a significantly longer time to first fixation than packages placed directly onto shelves. Additionally, eye-tracking data indicated shorter average total fixation durations and lower average fixation counts for packages in a display tray. Purchase selection also favored products placed directly on store shelves while survey data indicated participants were not swayed by the presence of a display tray

The Role of Package Design Typicality on a Hand Sanitizer Purchase

ABSTRACTCategory visual codes are visible themes that appear across a category, defining what is typical for that category. In package design, these visual codes may include the shape, size, font, color, or material of the packaged products seen on shelves. Generally, research has shown that atypical designs do not stand out to consumers; they go unseen since consumers are only looking for specific characteristics within that category. However, many studies indicate that consumer perception of atypical package design is moderated by several other variables that influence purchase decision. In March 2020, the Food and Drug Administration passed a temporary policy allowing companies not registered as an over-the-counter drug manufacture to produce alcohol-based hand sanitizer products to mitigate the COVID-19 public health crisis. Mintel market reports show a 1,050% growth of commercial hand sanitizer products in the US in 2020, not including the hundreds of products made by local distilleries and breweries. The rush to fill demand resulted in an influx of product category atypicality, with hand sanitizer distributed in packages ranging from lotion bottles to juice pouches. This descriptive research uses multiple methods to understand the average consumer\u27s interaction with hand sanitizer at the point of purchase. This study defines a typical hand sanitizer package by identifying common visual codes within the product category via elemental analysis of retail packages. Perceived typicality of hand sanitizer packaging is collected from participants. Second, this research uses eye-tracking biometrics to systematically describe consumers’ interaction with hand sanitizer at the point of purchase during the COVID-19 pandemic. Finally, quantitative and qualitative survey data captures participants’ perception of packaging designs and attitude toward the product. A Least Squares regression found that visual appeal, brand confidence, and packaging have a significant positive relationship to participants’ perceived typicality. Packages perceived as typical were transparent with non-pigmented products. Packages perceived as atypical generally had more graphical elements included on the PDP. The elemental analysis reveals that the most common hand sanitizer packages are transparent bottles, 2 or 8 fl. oz. with a flip-top or pump cap. Most packages include one image and over 90% of have at least one health claim printed on the PDP. Participants indicated that form, dispensing method, and active ingredient were the most important considerations in their hand sanitizer purchase. Biometric data supports a desire for a more prominent active ingredient. Pump or disk top caps were their preferred dispensing method for hand sanitizer bottles, however disk top caps are rare. Participants indicated that brand was not an important factor when shopping for hand sanitizer, however, their gaze suggested that it was more important than most other text. This research contributes to the growing research around package design typicality with a novel product category – hand sanitizer. Managerial implications include a baseline understanding of consumers’ expectations for hand sanitizer package elements. This research also reveals a need for research as to how perceived typicality of package designs may influence consumer perception of and behaviors with OTC drugs. Research was conducted in the southeast region of the United Stated against the backdrop of the 2019 Corona Virus. Further research is needed to understand consumer interaction with hand sanitizer packaging outside this context

Packaging as a means for promoting sustainable and aware consumption

Nowadays we are strongly aware of packaging wastes issues: many designers and researchers faced the challenge of eco-sustainable packaging. Conversely, communication problems are little considered, although informative function can have positive or negative impact on consumer’s awareness. This research aims to investigate the role of communication on the sustainability of pack. The theoretical analysis is applied to a specific case study: packaging of organic sauces of Tuttovo S.r.l. The project started from a comprehensive analysis of the packaging: all its aspects were taken into account by appropriate methodologies (developed through the “Observatory of Eco-Packaging”), implemented for the specific category. First of all, we performed an analysis of the environmental sustainability of current packaging (through a qualitative-quantitative methodology), then we defined users’ needs and their way of perceiving packaging (by market researches and eye-tracking methodology); finally we did an analysis of current communication styles for sauces category. This overall scenario allowed to define specific eco-guidelines, in order to design sustainable packaging to facilitate user's awareness. Facing packaging analysis according to systemic design approach, in particular relationships and behaviours analysis, we were able to define new sustainable behaviours and scenarios, such as unpackaged and single-dose packs for people with special food diseases

Public entities driven robotic innovation in urban areas

Cities present new challenges and needs to satisfy and improve lifestyle for their citizens under the concept “Smart City”. In order to achieve this goal in a global manner, new technologies are required as the robotic one. But Public entities unknown the possibilities offered by this technology to get solutions to their needs. In this paper the development of the Innovative Public Procurement instruments is explained, specifically the process PDTI (Public end Users Driven Technological Innovation) as a driving force of robotic research and development and offering a list of robotic urban challenges proposed by European cities that have participated in such a process. In the next phases of the procedure, this fact will provide novel robotic solutions addressed to public demand that are an example to be followed by other Smart Cities.Peer ReviewedPostprint (author's final draft