Emotional responses towards food packaging: A joint application of self-report and physiological measures of emotion

被引：64
|
作者：
Liao, Lewis Xinwei [1 ,2 ]
Corsi, Armando Maria [1 ]
Chrysochou, Polymeros [1 ,3 ]
Lockshin, Larry [1 ]
机构：
[1] Univ S Australia, Sch Mkt, Ehrenberg Bass Inst Mkt Sci, Adelaide, SA 5000, Australia
[2] Monash Univ, Monash Business Sch, Dept Mkt, Melbourne, Vic 3004, Australia
[3] Aarhus Univ, Dept Business Adm, MAPP, DK-8000 Aarhus, Denmark
来源：
FOOD QUALITY AND PREFERENCE | 2015年 / 42卷
关键词：
Food; Packaging; Emotion; Physiological measures; Skin conductance; Facial electromyography; Self-Assessment Manikin; Chocolate; FACIAL EXPRESSIONS; DESIGN; EXPERIENCE; HEART; CONSUMPTION; COMMERCIALS; FRAMEWORK; COLORS;
D O I：
10.1016/j.foodqual.2015.01.009
中图分类号：
TS2 [食品工业];
学科分类号：
0832 ;
摘要：
In this paper we investigate consumers' emotional responses to food packaging. More specifically, we use self-report and physiological measures to jointly assess emotional responses to three typical food packaging elements: colours (low-wavelength vs. high-wavelength), images (positive vs. negative) and typefaces (simple vs. ornate). A sample of 120 participants was exposed to mock package design concepts of chocolate blocks. The results suggest that images generate an emotional response that can be measured by both self-report and physiological measures, whereas colours and typefaces generate emotional response that can only be measured by self-report measures. We propose that a joint application of self-report and physiological measures can lead to richer information and wider interpretation of consumer emotional responses to food packaging elements than using either measure alone. (C) 2015 Elsevier Ltd. All rights reserved.
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页码：48 / 55
页数：8
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