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Designing a low-fat food packaging: Comparing consumers' responses in virtual and physical shopping environments

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Designing a low-fat food packaging: Comparing consumers' responses in virtual and physical shopping environments

dc.contributor.author	Vila, Natalia
dc.contributor.author	Küster, Inés
dc.contributor.author	Alacreu, Adrián
dc.date.accessioned	2023-11-23T16:55:56Z
dc.date.available	2023-11-23T16:55:56Z
dc.date.issued	2021
dc.identifier.uri	https://hdl.handle.net/10550/91395
dc.description.abstract	This paper aims to test to what extent emotional responses towards a low-fat product presented virtually converge with emotional responses toward this product when presented physically. Second, we want to probe if low-order emotions (physiological/unconscious responses) and high-order emotions (cognitive/conscious responses) converge to explain healthy product choices. To this end, 83 young participants were engaged in our experiment. Two packaging design variables were manipulated with the help of a real company (the color and the message), so that six different packages were created. Two different buying contexts were simulated: A virtual context and a physical context. Physiological responses were continuously recorded in both contexts (heart rates, electro-dermal responses, and eye muscle reactions). At the end, participants provided cognitive responses in a questionnaire concerning the selected package. Our results have demonstrated that low-order emotions remain stable (from a virtual to a physical environments). Virtual simulations elections and real product elections are correlated (X2 = 40.493; p < 0.02). Physiological and cognitive responses do not converge. Correlations between unconscious responses (low-order emotions) and self-reported measures (high-order emotions) was contrary to expectations (negative sign). Only low-order emotions explain product choices. On the contrary, real packaging choice and high-order emotions correlated inversely (the t values were significant but negative).
dc.language.iso	eng
dc.relation.ispartof	Foods, 2021, vol. 20, num. 2, p. 211
dc.source	Vila-López, N.; Kuster-Boluda, I.; Alacreu-Crespo, A. Designing a Low-Fat Food Packaging: Comparing Consumers’ Responses in Virtual and Physical Shopping Environments. Foods 2021, 10, 211. https://doi.org/10.3390/foods10020211
dc.subject	consum (economia)
dc.subject	emocions
dc.subject	sociologia urbana
dc.title	Designing a low-fat food packaging: Comparing consumers' responses in virtual and physical shopping environments
dc.type	journal article
dc.date.updated	2023-11-23T16:55:56Z
dc.identifier.doi	10.3390/foods10020211
dc.identifier.idgrec	147991
dc.rights.accessRights	open access