Characterizing consumer emotional response to milk packaging guides packaging material selection

The decision-making process involved in food selection and consumption behaviors is confounded by mental integration of information, experiences, emotions associated with the product (stimulus). complex fleeting but temporal nature product-generated (PG) or product-associated (PA) makes affectual experiences difficult to measure interpret. This project aims characterize relationship between PA, PG, consumer acceptability purchase intent towards milk packaging. Participants (age: 18–65 years; n = 50; consumers) performed Single Target Implicit Association Tests (ST-IAT) capture PA for various types packaging (n 6; translucent high density polyethylene (HDPE), white HDPE, yellow polyethyleneteraphthalate (PET), paperboard, glass). then interacted individual packages 30 s their facial expressions were analyzed using automated expression analysis (AFEA) implicit PG emotions. Explicit emotional response was assessed a Check-All-That-Apply (CATA) questionnaire (43 terms). ST-IAT did not identify significant packaged milk, CATA data produced reasonable description approach/withdrawal motivation related pigmentation. Time series AFEA provided evidence differences emotion intensity. lack difference certain expressed (e.g., happy disgust) that maintain no action units (AUs) indicate software’s output may be identifying AUs determining emotion-based inferences agreement FACS. Ultimately, both are valuable informing packaging, food, dairy industries products via