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Can a consumers' gaze be controlled? An analysis of the impact of social cues and nutrition claims in packaging design.

Berg, T. van den (2013) Can a consumers' gaze be controlled? An analysis of the impact of social cues and nutrition claims in packaging design.

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Abstract:Product packaging designers use several instruments to attract the attention of a consumer. The front of a package is considered very important in this matter, because most consumers base their decision to buy only on this part of the package. Considering packages of dairy products, there are only a few square centimeters to convince a consumer that this package should win the election. While putting all convincing elements (e.g. nutrition claims, price discounts, improved taste and depictures of ingredients) on these few square centimeters, it is important a consumer sees most of it to ensure maximum persuasion. Gaze directing cues (like arrows, eyes, shapes and colors) can assist in this matter. This research investigates the power of social cues and nutritionclaims on the front of a package of a dairy product. Impact on perceived attractiveness and purchase intent is measured and gaze controlling power is recorded by an eye tracking device in a lab setting, while participants were presented several packages on a computerscreen. Results indicate that a social cue directing to a protein claim significantly decreases the chance such claim is noticed. Furthermore, attractive social cues on the front of a package significantly lower the perceived attractiveness of a product of consumers with a low health interest, but have no significant influence on purchase intent. A protein claim has no significant impact on purchase intention or perceived attractiveness, regardless of the health awareness of a consumer.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology MSc (66604)
Link to this item:http://purl.utwente.nl/essays/64045
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