Package appearance matter: Facial expression and Galvanic Skin Response analysis approach
Article
Article Title | Package appearance matter: Facial expression and Galvanic Skin Response analysis approach |
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ERA Journal ID | 125176 |
Article Category | Article |
Authors | Hamelin, Nicolas, Agrawal, Suchi, Patwa, Nitin, Ferm, Ferm and Thaichon, Park |
Journal Title | Journal of Global Scholars of Marketing Science: Bridging Asia and the World (Quanqiu Yingxiao Kexue Yanjiuyuan Xuebao) |
Journal Citation | 31 (4), pp. 624-644 |
Number of Pages | 21 |
Year | 2021 |
Publisher | Taylor & Francis |
Place of Publication | United States |
ISSN | 1229-7119 |
2163-9159 | |
2163-9167 | |
Digital Object Identifier (DOI) | https://doi.org/10.1080/21639159.2021.1939094 |
Web Address (URL) | https://www.tandfonline.com/doi/full/10.1080/21639159.2021.1939094 |
Abstract | This study reveals the importance of package design and brand in the choice of over-the-counter (OTC) analgesic. Various packages for analgesic products were tested on 40 respondents and autonomic body reactions were measured. The product tested was private Australian brands of Paracetamol from Coles and Woolworth, Priceline, a chemist brand, Herron a local brand and finally the well-known global brand Panadol. Eye tracking, facial expression analysis as well as Galvanic Skin response were found in strong correlation with respondent preference and purchasing intention. A heat map analysis for each package reveals that for most of the products the focus was not on the price. Time to First Fixation (TTFF) revealed that the eye fixation on price came last with the time spent looking at the price was low as compared to the time spent on the other areas of the packaging and this for both males and females. For most of the drugs, the focus (time spent) is majorly on the brand name and the benefits and tablet usage information. |
Keywords | OTC medicine; packaging; eye-tracking; neuroscience; pain relief |
Contains Sensitive Content | Does not contain sensitive content |
ANZSRC Field of Research 2020 | 350605. Marketing management (incl. strategy and customer relations) |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | SP Jain School of Global Management, Australia |
University of Queensland | |
Griffith University |
https://research.usq.edu.au/item/xx0y6/package-appearance-matter-facial-expression-and-galvanic-skin-response-analysis-approach
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