University of Twente Student Theses


Tasting pictures : an evaluative review of product packaging methodology

Hofland, B.J. (2022) Tasting pictures : an evaluative review of product packaging methodology.

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Abstract:While there is much research dedicated to allow new food and beverage products to enter the market, many new products are still drowned out by competition. This study explores the effects of the realism of product packaging stimuli on participant evaluations and assessment characteristics, specifically for coffee packaging, to identify potential areas to increase validity of current methodologies. Based on previous research, photorealistic rendering and consumption context were determined as two factors which make up realism in product packaging stimuli, because they both contextualise a product and its packaging features, assisting the participant in accurately interpreting the stimuli. Both factors were tested in a 2x2 design for effects on package appeal, imaginary product usage and participant confidence in their sensory evaluations. Data was collected via an online survey. Results indicate that contextual realism has an effect on packaging appeal and rendering can influence participant confidence in their evaluations. The effects of realism on imaginary product usage were found to be insignificant. Lastly, this paper presents implications for future research and allows current researchers to more closely consider the implications of their stimuli.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
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