An Eye-Tracking Methodology for Testing Consumer Preference of Display Trays in a Simulated Retail Environment

Display trays have traditionally been used to support distribution packaging and retail stocking. Yet, it is becoming increasingly common to find display trays as devices to garner attention and increase the shelf presence of packaging. This paper presents a method for testing consumer preference of display trays for liquid dish soap and canned tomatoes in CUShop™, a consumer experience laboratory, using eye-tracking technology. It was hypothesized that display trays would increase total fixation duration and decrease time to first fixation on the respective products tested. However, it was determined that attention to products in a display tray was less favorable to products not in a display tray. Experimental results are limited because of the many variables that exist for display trays. If further studies were to be conducted on a larger variety of display trays using the methodology described, the appeal and attention value of display trays could be comprehensively understood

The Effect of Decorative Foil Stamping on Consumer Attention

Packaging plays a crucial role in communicating product benefits to consumers. Oftentimes, designers use high visibility enhancements to differentiate packaging within the competitive array. Although luxury brands commonly use enhanced graphical and printing techniques to convey high quality products, many private label package designers are also utilizing enhancements to attract attention to their products. This research sought to understand how incorporating foil stamping to the primary panel of fast moving consumer good packaging will affect consumer attention and purchase preference. Through the collection of quantitative data, consumer attention and purchase preference were evaluated. Three different products were selected for evaluation for the study: popcorn, cereal, and boxed pasta dinners. A total of 172 participants completed the study, which took place in a realistic and immersive shopping environment (CUshop™). Two eye tracking metrics were collected using mobile eye tracking technology. Participants completed a qualitative survey, which recorded basic demographic information. Significance tests were conducted to test for statistical differences in consumer attention behavior as well as purchase decision between the foil and control packages. It was determined that foil stamping did significantly (α =0.05) affect consumer attention towards the respective product compared to the control, yet the effect was not consistent. Eye tracking metrics varied across the products and categories tested; some foil stamped samples positively affected consumer attention, others negatively and some had no effect whatsoever. Results show that foil stamping can be a highly strategic influencer (both positively and negatively) on consumer attention and purchase decision. However, it is recommended that this enhancement be tested within an in-context environment to ensure it benefits the brand and product within the competitive array

Pallet system

Pallet systems are described that can be formed of corrugated paperboard without the necessity of any attachment materials such adhesives, staples, or the like. Individual stringers of a pallet matrix are interwoven together, with stringer notches interlocking with notches of crossing stringers from both above and below any one stringer. Systems can be easily and quickly assembled and, should the need arise, can be quickly repaired, for instance by replacement of one or more individual runners. Systems can also exhibit extremely high strength, and can withstand greater than about 20,000 pounds of static compression at less than about 3/8 inch deflection

The Impact of Simulated Kraft Substrates on Consumer Attention at the Point of Sale

In order to remain on store shelves and stay competitive among the overwhelming number of packaged goods on today’s shelves, companies continue to cut packaging material and increase sustainability. Current packaging has made use of a variety of paperboard materials including Solid Bleached Sulfate (SBS), Coated Recycled Board (CRB) and Uncoated Recycled Board (URB), also known as Kraft. While both SBS and CRB feature a smooth, white printing surface ideal for high quality graphics, Kraft is typically associated with a dull printing surface and lower-quality graphics. Companies and brands interested in marketing to the eco-friendly consumer are printing a simulated Kraft look on SBS and CRB board rather than utilizing a natural Kraft substrate. The packages printed on natural Kraft substrate (URB) or simulated Kraft substrate (CRB) may or may not affect attention of the consumer when shopping. This research sought to investigate this by using eye-tracking metrics collected from participants in a retail-shopping environment. Statistical analysis yielded no significant difference for participant’s attention when shopping for packages made from (URB) or (CRB). This study illustrates how consumer attention can factor into purchasing products packaged with Kraft substrate compared to products packed with simulated Kraft substrate

Measuring Physiological Arousal Towards Packaging: Tracking Electrodermal Activity Within the Consumer Shopping Environment

Contrasted against the popular belief that consumers make purely rational decisions, purchasing decisions are rapid, subconscious, and emotional decisions. In order to understand a consumer’s purchasing decisions, we suggest finding methods beyond focus groups, which typify this type of research, to measure and interpret consumer reactions to various packaging designs. In this paper, we examine electrodermal activity, a measure of emotional arousal, and eye tracking in the context of a realistic shopping environment as possible measures to support insight into customer preference of packaging. We hypothesized that presenting consumers with an experience more closely related to actual shopping would encourage more natural selections. Further, that the combination of eye tracking and physiological measures with self-report would support a more holistic understanding of decision-making. Although our eye-tracking hypothesis was supported in the studies conducted, a revision of our approach to physiological measurement is necessary to fully understand the validity of electrodermal activity for in-context experiments. We end by presenting suggestions for future research in the field of consumer emotions, highlighting the struggles and successes of measuring one’s subconscious motives

The Impact of Flexographic and Digital Printing of Fruit Drinks on Consumer Attention at the Point of Sale

Package labels play a critical role in communicating product benefits to consumers. On a package, labels are used to provide useful information about the product as well branding for the company. Labels need to not only be eye catching to the consumer, but must also communicate information concerning what is being sold. This is possible through various printing technologies available in today’s market. With technology steadily advancing, companies need to determine an optimal print method for packaging that satisfies budgetary, environmental, demand and consumer requirements. Through the collection of quantitative data, consumer attention and purchase preference were evaluated. Two different printing methods (digital and flexographic) were tested on fruit drink labels. A total of 248 participants completed this study, which took place at Pack Expo 2014 in Chicago, Illinois. Three eye tracking metrics were evaluated using eye tracking technology to investigate if the different printing methods had an effect on the consumer when shopping. Statistical analysis yielded no significant difference for participant’s attention when shopping for fruit drinks with digital or flexographic labels. It was also concluded that the position on the shelf made no significant difference for either label type. This study illustrates that consumers cannot significantly determine a difference between the two printing methods tested

Guidelines for the use and interpretation of assays for monitoring autophagy (4th edition)

In 2008, we published the first set of guidelines for standardizing research in autophagy. Since then, this topic has received increasing attention, and many scientists have entered the field. Our knowledge base and relevant new technologies have also been expanding. Thus, it is important to formulate on a regular basis updated guidelines for monitoring autophagy in different organisms. Despite numerous reviews, there continues to be confusion regarding acceptable methods to evaluate autophagy, especially in multicellular eukaryotes. Here, we present a set of guidelines for investigators to select and interpret methods to examine autophagy and related processes, and for reviewers to provide realistic and reasonable critiques of reports that are focused on these processes. These guidelines are not meant to be a dogmatic set of rules, because the appropriateness of any assay largely depends on the question being asked and the system being used. Moreover, no individual assay is perfect for every situation, calling for the use of multiple techniques to properly monitor autophagy in each experimental setting. Finally, several core components of the autophagy machinery have been implicated in distinct autophagic processes (canonical and noncanonical autophagy), implying that genetic approaches to block autophagy should rely on targeting two or more autophagy-related genes that ideally participate in distinct steps of the pathway. Along similar lines, because multiple proteins involved in autophagy also regulate other cellular pathways including apoptosis, not all of them can be used as a specific marker for bona fide autophagic responses. Here, we critically discuss current methods of assessing autophagy and the information they can, or cannot, provide. Our ultimate goal is to encourage intellectual and technical innovation in the field

Erratum to: Guidelines for the use and interpretation of assays for monitoring autophagy (3rd edition) (Autophagy, 12, 1, 1-222, 10.1080/15548627.2015.1100356

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