In particular, consumers paid more attention to the photo on the package than the text in the same place. 
Received: 12 August 2020; Accepted: 12 October 2020; Published: 12 November 2020. Prefer. We can use it to make folding cartons, thermoforms or vacuum forms. Mark. Figure 1. When asked again, the participant rated their hunger and desire to eat as less than 4 after eating the snacks. YES - Future Uses:polar fleece, clothing fibers, carpet furniture & new containers. The data suggest that salience is not limited to transparent window packaging because food-related graphic window packaging can also capture consumers attention. If a participants score was higher than 4, they were asked to eat snacks that were unrelated to the experimental stimuli. 144, 238257. Judgm. doi: 10.1016/j.appet.2017.04.020, Hawkes, C. (2010). Based on these findings, we will discuss the relationship between packaging design and the salience effect, as well as the factors influencing consumers purchase intention. As Wolf et al. Imagery can capture consumer attention, provide information about the product and brand, and increase overall interest in the product, which promotes consumers purchase intentions (Simmonds and Spence, 2019). J. This control variable would make sure the differences among the three packaging types were caused by packaging types, rather than visual differences. V Vinyl is common slang for PVC. Figure 3. Participants were then asked to estimate their willingness to purchase the product (i.e., How likely would you be to buy this food, assuming it was available and at a reasonable price?) According to this hypothesis, the transparent packaging makes the food inside more conspicuous, which increases food consumption. doi: 10.1016/j.jbusres.2017.04.019, Juravle, G., Velasco, C., Salgado-Montejo, A., and Spence, C. (2015). The hand grasps the center, while the eyes saccade to the top of novel objects. 
This material is dependent on crude oil production. Participants also perceived food in transparent packaging to be fresher, tastier, and more innovative. Psychol. Evaluative processing of food images: a conditional role for viewing in preference formation. Proportion of graphic or transparent packaging in one food category = Number of graphic or transparent packaging for the observed food category/Total number of graphic and transparent packaging for that observed food category. This result meant that the transparent window in preserved fruit packaging could capture participants attention more quickly. These data were partially inconsistent with the prediction of the salience effect hypothesis (Spence et al., 2016), which might be caused by the food categories we selected. Prefer. Increasing consumers attention capture and food choice through bottom-up effects. Eye tracking: A comprehensive guide to methods and measures. The extreme value (2.5 SD) of the concerned eye movement measures was excluded. There was no significant difference between the transparent and graphic conditions, ps > 0.223. (2017). (2018b) also inspected instant cereals. doi: 10.1509/jm.11.0610, Estiri, M., Hasangholipour, T., Yazdani, H., Nejad, H. J., and Rayej, H. (2010). The later-stage measures, such as total time and number of fixations, always reflected sustained attention. Relative visual saliency differences induce sizable bias in consumer choice. All these forms use the same PET recycling symbol. How visual attention and choice are affected by consumer preferences and properties of the supermarket shelf. Descriptive assessment data and the results of paired comparisons are presented in Table 2. During the experimental stage, the researcher briefly introduced the overall procedure and experimental equipment to the participants, and then carried out a five-point calibration. (2018b), we used three packaging types: packaging with a transparent window (transparent), completely opaque packaging with a food image (graphic), and completely opaque packaging with a non-food image (baseline). We also selected two most commonly used eye movement measures: total time (TT; i.e., the sum of the duration across all fixations that fall in the current interest area) and number of fixations (NF; i.e., total number of fixations falling in the interest area) to reveal the total attention interest in the corresponding region (Wedel and Pieters, 2007; Holmqvist et al., 2011).
All rights reserved. Besides, participants in the current study had known their task to assess willingness to purchase, which might drive their eye movement behavior. Front. doi: 10.1016/j.visres.2006.04.019, Simmonds, G., and Spence, C. (2017). The researchers also found that seeing vegetables in a transparent package decreased the consumption of vegetables, which might be because vegetables were not regarded as tasty or attractive. A. L. McGill and S. Shavitt (Duluth, MN: Association for Consumer Research), 970971. 63, 1827. This preference may make consumers pay more attention to transparent window packaging, and the increase in gaze time translates into a higher preference, which could lead to increased willingness to purchase the food in that packaging. The present study used an objective eye-tracking approach to examine how packaging transparency and product category affected consumer attention and purchase behavior. Bus. Food products consumer behaviors: the role of packaging elements. ANOVA was used to analyze the variance of all dependent variables, and Bonferroni corrections were used for paired comparisons. Do isolated packaging variables influence consumers attention and preferences? Policy 40, 538562. Psychol. For nuts and instant cereals, none of the correlations between fixation patterns and willingness to purchase were statistically significant. Wolf et al. 
With the increase in market competition, food manufacturers are paying increasing attention to packaging design to maintain regular customers and attract new customers (Silayoi and Speece, 2007; Kuvykaite and Navickiene, 2009; Estiri et al., 2010; Simmonds and Spence, 2019). Like more, look more. Food Qual. XM conducted the data collection and analyses for the study. Examining the relationship between visual attention and stated preferences: a discrete choice experiment using eye-tracking. C. Velasco and C. Spence (Cham, Switzerland: Palgrave MacMillan), 4977. The participants then performed the formal experiment with 27 trials (see Figure 3 for a demonstration). In simulated shopping situations, the food product fixated on most had the highest probability of being chosen (Bialkova et al., 2014). Holmqvist, K., Nystrm, N., Andersson, R., Dewhurst, R., Jarodzka, H., and van de Weijer, J. Balcombe, K., Fraser, I., Williams, L., and McSorley, E. (2017). For nuts, the number of fixations in the transparent condition was significantly more than the graphic condition (p = 0.024). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice.
Therefore, the gaze may not necessarily lead to more liking but contribute to the evaluative processing by integrating extra information. Food Qual. The implications for stakeholders and future research directions are discussed. 15 Articles, This article is part of the Research Topic, https://doi.org/10.3389/fpsyg.2020.593690, Creative Commons Attribution License (CC BY), Shaanxi Key Laboratory of Behavior and Cognitive Neuroscience, School of Psychology, Shaanxi Normal University, Xian, China. - Early interactions between orienting, visual sampling and decision making in facial preference. Table 2. Detailed eye movement measures and the results of paired comparisons are presented in Table 1. This study was supported by grants from the Fundamental Research Funds for the Central Universities (GK202003094 to GM). Dependent variables included two perceptual measures (willingness to purchase and packaging attractiveness), and the following three eye movement measures for each ROI. 
The results of eye-tracking data showed that the salience effect was modulated by product category. In sum, previous studies suggest that transparent packaging induces salience effects, such as triggering high levels of hunger and a higher willingness to purchase. After successful calibration, participants finished three practice trials to familiarize the experimental procedure. Deng and Srinivasan (2013) used foods like candies and cookies as experimental materials and examined the effects of food size, appearance, and packaging transparency on food consumption. | Affiliate, Product Listing Policy Adobe Photoshop CS6 software was used to create pictures of experimental food packaging. doi: 10.1108/03090560710821279, Simion, C., and Shimojo, S. (2006). 6, 13171322. For nuts and instant cereals, however, even the descriptive statistics did not show a shorter time to first fixation for product packaging with a transparent window. It is a great thermoplastic which allows us to make clear, stable thermoform or vacuum form trays and displays. Food J. 
Furthermore, the perceptual measures revealed that the willingness to purchase was strongly related to the attractiveness of food packaging for all three food categories, but only had a significant correlation with fixation measures for preserved fruit. Riley, D., Martins da Silva, P., and Behr, S. (2015). Prefer. 14, 335342. Attractive packaging with salient elements helps to enhance consumers willingness to purchase. The data showed that there were no statistical differences between transparent and graphic stimuli for all the measures except for number of fixations, which suggests that both transparent and graphic window packaging have similar salience effects for nuts. Based on the following two important characteristics of the salience effect hypothesis (Deng and Srinivasan, 2013): (1) Salient food packaging elements can effectively attract the attention of consumers; (2) Attention attracted by salient elements will improve consumers willingness to purchase, two hypotheses were proposed: H1: Transparent, rather than graphic, packaging can attract more attention (i.e., longer total time, larger number of fixations, and shorter time to first fixation of the transparent window) than packaging in the baseline condition. This material has a slight haze. 
Each packaging picture contains elements such as the trademark, food name, a picture or transparent window, certification mark, and food net content. Perceptual measures for the three packaging types in each food category. 80, 145154. doi: 10.1016/j.foodqual.2012.10.006. The main effects of package type for total time were significant for nuts, F(2, 42) = 15.97, p < 0.001, preserved fruits, F(2, 42) = 20.71, p < 0.001, and instant cereals, F(2, 42) = 11.39, p < 0.001. (2018b) classified packaging transparency into three categories: transparent with a visible product object (window), completely opaque with a product image (graphic), and completely opaque with no product image (blank). 
This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). Look more, like more: the evidence from eye-tracking. Eating with our eyes: from visual hunger to digital satiation. The researchers examined how packaging transparency affected consumer attitude, like expected tastiness, expected food quality, and expected freshness, as well as purchase intention. It is used in the textile industries to make rope, thermal underwear and carpet. The editor and reviewer's affiliations are the latest provided on their Loop research profiles and may not reflect their situation at the time of review. Appetite 132, 17. Front. Moreover, Riley et al. Res. The number of fixations also showed significant main effects for nuts, F(2, 42) = 14.62, p < 0.001, preserved fruits, F(2, 42) = 22.21, p < 0.001, and instant cereals, F(2, 42) = 8.75, p = 0.001. Spearmans correlation coefficient was used to test the correlation between the eye movement indexes and behavior indexes with SPSS 22.0. However, the attractiveness of food packaging most significantly promotes consumers willingness to purchase the product. 22, 6774. 11:593690. doi: 10.3389/fpsyg.2020.593690. Foods 7: 151. doi: 10.3390/foods7090151, Simmonds, G., Woods, A. T., and Spence, C. (2018b). (2019) suggested, the prolonged viewing time for the middle category may reflect doubt or uncertainty during the evaluative processing, potentially with an increased effort of information integration before reaching a conclusion. Perspect. First, all conclusions of this study are based on Chinese college students and packaging types used in the Chinese market. Food Qual. Time to first fixation was used as one of the main indicators to investigate the salience effect in this study. H2: The eye movement measures reflecting salience effects are related to a willingness to purchase. For preserved fruits, time to first fixations was shorter in transparent packaging than other conditions. Most preserved fruits are sticky or frosted, and thus graphic window packaging is more suitable to attract consumers to these products. 
In this study, total time and number of fixations of the transparent and graphic window packaging of all three food categories were higher than the baseline window packaging. In the review, there were 33% studies with sample size less than 60 participants and the smallest sample size was only 10 participants (Bialkova and van Trijp, 2011). | Suppliers doi: 10.1108/S1548-6435(2008)0000004009, Wolf, A., Ounjai, K., Takahashi, M., Kobayashi, S., Matsuda, T., and Lauwereyns, J. Single factor Latin square experimental design was adopted for the three package types (i.e., transparent window packaging, graphic window packaging, and baseline window packaging). They found that certain elements of the product packaging attracted visual attention. Attention mediates the effect of nutrition label information on consumers choice. Second, this study only involves three food categories, and all of them belong to leisure food. Future studies can enrich and subdivide food categories (such as fresh food and cooked food) to investigate the generalization of the salience effect. Therefore, both product trust and product familiarity modulated the perception of food quality, which impacted purchase intention. For customers, food packaging is a direct source to obtain food-related information such as the food category, brand, manufacturer, and expiration date, which form the basis of food decision-making. A number of studies have shown that visually salient stimulus not only captured participants attention quickly but also retained longer processing time (Shimojo et al., 2003; Bialkova and van Trijp, 2011; Milosavljevic et al., 2012; Orquin and Mueller Loose, 2013). Transparent windows on food packaging can effectively highlight the actual food inside. Prefer. J. These differences may contribute to the different conclusion they arrived at, where the salience effect only applied to transparent conditions. Therefore, when participants saw the sugar or honey-coated preserved fruits through the transparent window, they would avoid the package. 
This opinion is consistent with the salience effect hypothesis proposed by Deng and Srinivasan (2013). Website by: PRowl Communications, CMS Managed with Tymbrel. 
Food manufacturers should pay attention to sensory studies to improve packaging design considering food categories. 
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