Consumer Appeal of Injection IML Packaging vs. Similarly Decorated Glass Jars, Composite Cans, and Metal Cans Using Eye Tracking Technology

Customers shopped for a set of control packages (i.e. decorated composite cans, metal cans, and glass jars) vs. similarly decorated experimental packaging {i.e. injection in-mold labeled (IML) plastic containers} in CUShopTM. Sonoco Institute of Packaging Design and Graphics, Clemson University. The objective was to determine if IML decoration affected a shopper’s point of sale interest vs. non-IML methods of package decoration. Eighty-one volunteer participants wore eye tracking glasses and shopped for 5 products (3 of interest) over three days. Day one, control packaging data was collected; day two, IML packaging data was collected; day three, control and IML packaging positioned side-by-side data was collected. Quantitative analysis was completed for eye movements from each participant and in aggregate. Qualitative observations were recorded via a post experiment survey each day. Results showed that participants trended towards finding IML packaging faster than any of the controls; however, there were no statistically significant differences (P \u3c 0.05) between the IML decorated samples vs. the control decorated samples for the Time to First Fixation (TTFF) and Total Fixation Duration (TFD) metrics. Because a fundamental difference between control packages and IML containers was the decorating process, the many benefits of IML were not represented in this study. It was hypothesized that the IML containers would rank equal to or better than the control packages. From the perspective of the researchers, data is compelling because IML packaging is new to the tested categories; and it was compared against traditional packages and products. The use of eye tracking applied to injection IML packaging is also novel in this field

Influence of Visual Attention on the Likelihood of Choice Through Regression Analysis

Eye tracking technology allows for a relatively direct and continuous measurement of unconcealed visual attention. In the consumer goods market today, it is important for companies to make their brand or product stand out within a vast competitive array. Even though it is highly unlikely that a product would be purchased without having been noticed (unseen is unsold), it is important to investigate if products that garner high attention are in fact purchased in the marketplace, and if a correlation between the two metrics exists. Through the utilization of real consumers in an immersive consumer retail experience laboratory, an eye tracking study on seasoned breading mix was conducted to test the correlation between attention and sales data. Data captured from 37 study participants were used to create a regression model by utilizing the Fit Y by X function in the statistical program JMP Pro 12. Statistical analysis indicated that including attention metrics in the prediction model significantly improves the ability to predict average sales. Demographics such as gender, age, relationship status, education, employment, shopping habits were also investigated in order to understand the trends of individual participants to find ideal consumers. Overall, eye tracking is a viable option to foreshadow sales and attention performance within this category

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

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

Passengers from India and the United States Have Differential Opinions about Autonomous Auto-Pilots for Commercial Flights

There has been much previous research on cultural differences between the United States and India, as well as some research on consumer attitudes towards auto-pilots in commercial airlines. However, to date, there has been no research that examines how passengers from different countries feel about auto-pilots and remote-controlled (RC) pilots in commercial aircraft, or how they feel about their co-workers or children flying in these situations. The current study manipulates both the type of pilot (human pilot, auto-pilot, and RC pilot) and the passenger (participant, child of participant, or work colleague) and examines three different dependent variables (comfort level, trust and willingness to fly). The results are straightforward. All participants were more negative about the auto-pilot and RC pilot compared to the human pilot. All participants were more negative about themselves or their children flying compared to their colleagues. Indians were less extreme in their views compared to Americans. Finally, the implications of this research are discussed

Co-activation of the amygdala, hippocampus and inferior frontal gyrus during autobiographical memory retrieval.

Abstract Functional MRI was used to investigate the role of medial temporal lobe and inferior frontal lobe regions in autobiographical recall. Prior to scanning, participants generated cue words for 50 autobiographical memories and rated their phenomenological properties using our autobiographical memory questionnaire (AMQ). During scanning, the cue words were presented and participants pressed a button when they retrieved the associated memory. The autobiographical retrieval task was interleaved in an event-related design with a semantic retrieval task (category generation). Region-of-interest analyses showed greater activation of the amygdala, hippocampus, and right inferior frontal gyrus during autobiographical retrieval relative to semantic retrieval. In addition, the left inferior frontal gyrus showed a more prolonged duration of activation in the semantic retrieval condition. A targeted correlational analysis revealed pronounced functional connectivity among the amygdala, hippocampus, and right inferior frontal gyrus during autobiographical retrieval but not during semantic retrieval. These results support theories of autobiographical memory that hypothesize co-activation of frontotemporal areas during recollection of episodes from the personal past

Intrinsic electrochemical activity of single walled carbon nanotube–Nafion assemblies

The intrinsic electrochemical properties and activity of single walled carbon nanotube (SWNT) network electrodes modified by a drop-cast Nafion film have been determined using the one electron oxidation of ferrocene trimethyl ammonium (FcTMA+) as a model redox probe in the Nafion film. Facilitated by the very low transport coefficient of FcTMA+ in Nafion (apparent diffusion coefficient of 1.8 × 10−10 cm2 s−1), SWNTs in the 2-D network behave as individual elements, at short (practical) times, each with their own characteristic diffusion, independent of neighbouring sites, and the response is diagnostic of the proportion of SWNTs active in the composite. Data are analysed using candidate models for cases where: (i) electron transfer events only occur at discrete sites along the sidewall (with a defect density typical of chemical vapour deposition SWNTs); (ii) all of the SWNTs in a network are active. The first case predicts currents that are much smaller than seen experimentally, indicating that significant portions of SWNTs are active in the SWNT–Nafion composite. However, the predictions for a fully active SWNT result in higher currents than seen experimentally, indicating that a fraction of SWNTs are not connected and/or that not all SWNTs are wetted completely by the Nafion film to provide full access of the redox mediator to the SWNT surface

A new view of electrochemistry at highly oriented pyrolytic graphite

Major new insights on electrochemical processes at graphite electrodes are reported, following extensive investigations of two of the most studied redox couples, Fe(CN)64–/3– and Ru(NH3)63+/2+. Experiments have been carried out on five different grades of highly oriented pyrolytic graphite (HOPG) that vary in step-edge height and surface coverage. Significantly, the same electrochemical characteristic is observed on all surfaces, independent of surface quality: initial cyclic voltammetry (CV) is close to reversible on freshly cleaved surfaces (>400 measurements for Fe(CN)64–/3– and >100 for Ru(NH3)63+/2+), in marked contrast to previous studies that have found very slow electron transfer (ET) kinetics, with an interpretation that ET only occurs at step edges. Significantly, high spatial resolution electrochemical imaging with scanning electrochemical cell microscopy, on the highest quality mechanically cleaved HOPG, demonstrates definitively that the pristine basal surface supports fast ET, and that ET is not confined to step edges. However, the history of the HOPG surface strongly influences the electrochemical behavior. Thus, Fe(CN)64–/3– shows markedly diminished ET kinetics with either extended exposure of the HOPG surface to the ambient environment or repeated CV measurements. In situ atomic force microscopy (AFM) reveals that the deterioration in apparent ET kinetics is coupled with the deposition of material on the HOPG electrode, while conducting-AFM highlights that, after cleaving, the local surface conductivity of HOPG deteriorates significantly with time. These observations and new insights are not only important for graphite, but have significant implications for electrochemistry at related carbon materials such as graphene and carbon nanotubes