Transparent Windows on Food Packaging Do Not Always Capture Attention and Increase Purchase Intention

Frontiers in Psychology

article

Xueer Ma¹  Xiangling Zhuang¹  Guojie Ma¹ 

[1] Shaanxi Key Laboratory of Behavior and Cognitive Neuroscience, School of Psychology, Shaanxi Normal University

关键词: transparent packaging;    willingness to purchase;    attractiveness;    eye tracking;    visual attention;   

DOI  :  10.3389/fpsyg.2020.593690

学科分类：社会科学、人文和艺术（综合）

来源: Frontiers

【 摘 要 】

Transparent windows on food packaging can effectively highlight the actual food inside. The present study examined whether food packaging with transparent windows (relative to packaging with food‐ and non-food graphic windows in the same position and of the same size) has more advantages in capturing consumer attention and determining consumers’ willingness to purchase. In this study, college students were asked to evaluate prepackaged foods presented on a computer screen, and their eye movements were recorded. The results showed salience effects for both packaging with transparent and food-graphic windows, which were also regulated by food category. Both transparent and graphic packaging gained more viewing time than the non-food graphic baseline condition for all the three selected products (i.e., nuts, preserved fruits, and instant cereals). However, no significant difference was found between transparent and graphic window conditions. For preserved fruits, time to first fixations was shorter in transparent packaging than other conditions. For nuts, the willingness to purchase was higher in both transparent and graphic conditions than the baseline condition, while the packaging attractiveness played a key role in mediating consumers’ willingness to purchase. The implications for stakeholders and future research directions are discussed.

【 授权许可】

CC BY