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The Effect of Full Body Versus Partial Body Graphic Labelling on Beverage Packaging
Author(s) -
Gomes Toni,
Hurley Rupert Andrew,
Duchowski Andrew,
Darby Duncan,
Ouzts Andrew
Publication year - 2014
Publication title -
packaging technology and science
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.365
H-Index - 50
eISSN - 1099-1522
pISSN - 0894-3214
DOI - 10.1002/pts.2070
Subject(s) - eye tracking , preference , checklist , flavour , packaging and labeling , advertising , psychology , computer science , mathematics , food science , statistics , business , computer vision , marketing , cognitive psychology , chemistry
Through the collection of quantitative and qualitative data, the shelf presence of full body graphic labels versus partial body graphic labels on plastic beverage bottles was examined and evaluated. Eye tracking was used to collect phenomenological data atop the stimuli, while a shopping checklist was used to collect purchase preference. A post‐experiment survey was also conducted in order to gather qualitative data regarding possible purchase influences. Data revealed that both label sizes drew an equivalent amount of visual attention; however, consumers selected partial body labels more often than full body labels, regardless of the flavour of the beverage or their age group. Paper presents a unique methodology of comparing attention between the two label styles on plastic beverage bottles. Copyright © 2014 John Wiley & Sons, Ltd.