Use of Eye-Tracking Technology as Potential Confirmation for Consumer Hedonic Ratings
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Publisher:The Ohio State University
Series/Report no.:The Ohio State University. Department of Food Science and Technology Undergraduate Research Theses; 2019
Hedonic testing is utilized in the food industry to help companies create products that consumers will highly approve. However, participants in hedonic testing may provide responses on questionnaires that do not correctly depict their product perception. Thus, objective measures are needed to validate hedonic questionnaires. The purpose of this experiment is to determine if eye-tracking is an objective measure that can be used to confirm results of hedonic testing. This study utilized Tobii Pro 2000 eye-tracking glasses on participants as they observed the packaging for a Chrys-Mei functional beverage, sampled the product, and answered corresponding questions. Participants provided data on overall liking of the packaging and product, concept alignment of packaging and product, and willingness to try and purchase the product. Participants were also asked three things they recalled from the packaging once packaging was removed. Whether participants mentioned certain aspects (ingredients, claims, or a butterfly design) was later correlated with how much time they spent looking at those aspects of the package to see if ability to recollect could be linked with amount of time spent focusing on something. Participants’ eye-tracking videos were analyzed using TobiiPro Lab software. Pearson product moment correlation was calculated via SPSS version 25. Consumer hedonic scores could not be validated using eye-tracking measurement due to a correlation of 0.050 at a p-value of .388 (α=.05). Time spent looking at individual components of the packaging was also correlated with the ability to recall said component (based on participants’ questionnaire responses). Overall liking of the package and willingness to try the product based on the packaging had a moderate correlation at .390 (p=.011). Future research should be completed in this area because consumer liking might be more correlated with other metrics (such as pupil dilation). Use of larger image areas (such as one product vs. another instead of multiple areas on one product) might also be of note.
Academic Major: Food Science and Technology
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