Extending Rule Developing Experimentation to Perception of Food Packages with Eye Tracking
Alex Gofman*, 1, Howard R. Moskowitz2, Johanna Fyrbjork3, David Moskowitz4, Tõnis Mets5
Identifiers and Pagination:Year: 2009
First Page: 66
Last Page: 78
Publisher Id: TOFSJ-3-66
Article History:Received Date: 16/12/2008
Revision Received Date: 13/3/2009
Acceptance Date: 19/3/2009
Electronic publication date: 4/9/2009
Collection year: 2009
open-access license: This is an open access article distributed under the terms of the Creative Commons Attribution 4.0 International Public License (CC-BY 4.0), a copy of which is available at: https://creativecommons.org/licenses/by/4.0/legalcode. This license permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
The paper presents an approach to analyzing food packages based on the eye-tracking analysis of consumers exposed to experimentally designed prototypes of packages based on Rule Developing Experimentation methodology. In addition, the paper analyses emotional reactions to conceptual packages (the respondent had a choice among seven alternatives, including one ‘non-emotion’ response). The combined approach allows the researcher and the designer to control the stimuli, presenting known combinations to the respondent leading to the discovery of existing links between what the researcher can do to the stimulus by means of a systematic design, how the eye tracks these changes, and what type of response the participant in a study might make (e.g., interest, statement of emotion). The paper explores this new interlinked approach working with a popular product, wine in a box.