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Designing a Low-Fat Food Packaging: Comparing Consumers’ Responses in Virtual and Physical Shopping Environments

机译：设计低脂肪食品包装：将消费者对虚拟和物理购物环境的回应进行比较

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This paper aims to test to what extent emotional responses towards a low-fat product presented virtually converge with emotional responses toward this product when presented physically. Second, we want to probe if low-order emotions (physiological/unconscious responses) and high-order emotions (cognitive/conscious responses) converge to explain healthy product choices. To this end, 83 young participants were engaged in our experiment. Two packaging design variables were manipulated with the help of a real company (the color and the message), so that six different packages were created. Two different buying contexts were simulated: A virtual context and a physical context. Physiological responses were continuously recorded in both contexts (heart rates, electro-dermal responses, and eye muscle reactions). At the end, participants provided cognitive responses in a questionnaire concerning the selected package. Our results have demonstrated that low-order emotions remain stable (from a virtual to a physical environments). Virtual simulations elections and real product elections are correlated (X2 = 40.493; p < 0.02). Physiological and cognitive responses do not converge. Correlations between unconscious responses (low-order emotions) and self-reported measures (high-order emotions) was contrary to expectations (negative sign). Only low-order emotions explain product choices. On the contrary, real packaging choice and high-order emotions correlated inversely (the t values were significant but negative).
机译：本文旨在测试对在物理上呈现的情况下，几乎会收敛到低脂肪产品的情绪反应。其次，如果低阶情绪（生理/无意识的反应）和高阶情绪（认知/有意识）收敛以解释健康的产品选择，我们也想探讨。为此，83名年轻参与者从事我们的实验。在Real Company（颜色和消息）的帮助下操作两个包装设计变量，因此创建了六种不同的包。模拟了两个不同的购买上下文：虚拟上下文和物理上下文。在两种情况下连续记录生理反应（心率，电动性响应和眼肌反应）。最后，参与者在有关所选包装的问卷中提供认知响应。我们的结果表明，低阶情绪保持稳定（从虚拟到物理环境）。虚拟模拟选举和实际产品选举是相关的（X2 = 40.493; P <0.02）。生理和认知反应不会收敛。无意识反应（低阶情绪）与自我报告措施（高阶情绪）之间的相关性与期望（负符号）相反。只有低阶情绪解释了产品选择。相反，实际包装选择和高阶情绪成反比（T值为显着但消极）。

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