Using combined eye tracking and word association in order to assess novel packaging solutions: A case study involving jam jars

► Eye tracking and word association were used in a study about packaging. ► Conjoint analysis and MFA were used to interpret and relate attentional and textual data. ► The areas that captured more attention were the flavour label, photograph and the logo. ► These elements elicited the higher number...

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Bibliographic Details
Published in:	Food quality and preference Vol. 28; no. 1; pp. 328 - 338
Main Authors:	Piqueras-Fiszman, Betina, Velasco, Carlos, Salgado-Montejo, Alejandro, Spence, Charles
Format:	Journal Article
Language:	English
Published:	Elsevier Ltd 01.04.2013
Subjects:	attributes case studies Conjoint analysis Consumer attention consumer research design Eye tracking eyes front-of-pack guidelines information jars movements Multiple factor analysis packaging Packaging design print advertisements time pressure visual-attention Word association Consumer attention Conjoint analysis Eye tracking Packaging design Multiple factor analysis Word association
ISSN:	0950-3293, 1873-6343
Online Access:	Get full text
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