Banca de DEFESA: ALINE AMARAL LEAL

Uma banca de DEFESA de DOUTORADO foi cadastrada pelo programa.
STUDENT : ALINE AMARAL LEAL
DATE: 18/11/2021
TIME: 09:00
LOCAL: Online
TITLE:
KEY WORDS:

Consumer neuroscience. Packaging design. Attention. Choice. Eye-tracking.

PAGES: 115
BIG AREA: Engenharias
AREA: Engenharia de Produção
SUMMARY:

Since packaging is known as the main source of information available to the consumer at the
time of purchase, it stands as a key marketing strategy to differentiate products and attract
consumers. In its design, the packaging integrates a set of visual (product image, brand logo)
and verbal (flavor, weight, and other textual information about the product) elements. While
visual elements are related to the emotional aspect of purchasing decisions, the verbal ones
are connected to the cognitive part. Thus, through these design elements, consumers build a
particular perception of products and their quality. Therefore, the success in capturing
customers at the point of sale lies in the key use of these elements in packaging design. In this
context, the study aims to investigate how the positioning of design elements influences
consumers’ attention and whether attention levels affect stated preferences. For that, an
experiment with ninety-eight individuals was conducted using Eye-tracking methods to
obtain physiological measures to assess the levels of attention, peroxided by the number of
fixations. I also obtain data on the stated preference of consumers in relation to the position
for each element on packaging design through declarative tests. During the experiment,
participants were exposed to different combinations of four packaging design elements
(product image, logo, flavor, and additional product information) distributed along with four
quadrants (top-left, top-right, bottom-left, and bottom-right) of a frozen pizza box. The main
goal was to measure which of these positions attracts consumers' attention the most. Then,
participants were asked to choose the most preferred position for each element in the
packaging design. In line with the literature on packaging design, I find that different position
for image, logo, and flavor consistently changes the consumers' levels of attention. No effect
was found for the additional information element. Regarding the influence of attention on
preference, the results demonstrate that physiological measures do not necessarily coincide
with the stated responses of consumers in relation to packaging design. It is argued that such
findings can guide brand managers and product designers to come up with more attractive
packaging to optimize potential market success. Furthermore, we discuss the importance of
such surveys in determining the extent to which physiological results correspond to
declarative consumer preferences.

BANKING MEMBERS:
Externo à Instituição - CARLOS HENRIQUE PEREIRA MELLO - UNIFEI - UNI
Externo à Instituição - LUCIANO COSTA SANTOS - UFPB
Interna - 1561347 - DANIELLE COSTA MORAIS
Presidente - 2292895 - DENISE DUMKE DE MEDEIROS
Interna - 3091524 - EDUARDA ASFORA FREJ