Liao, Lewis Xinwei4; Corsi, Armando M.5; Chrysochou, Polymeros7; Lockshin, Larry6
1 Department of Management, Aarhus BSS, Aarhus University2 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management - MAPP - Centre for Research on Value Creation in the Food Sector, Department of Management, Aarhus BSS, Aarhus University4 Department of Marketing, Monash University5 Ehrenberg-Bass Institute for Marketing Science, University of South Australia, Adelaide6 Ehrenberg-Bass Institute for Marketing Science, University of South Australia7 Department of Management, Aarhus BSS, Aarhus University
A joint application of self-report and physiological measures of emotion
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 (lowwavelength 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 selfreport and physiological measures can lead to richer information and wider interpretation of consumer emotional responses to food packaging elements than using either measure alone.
Food Quality and Preference, 2015, Vol 42, p. 48-55