Consumers' physiological and verbal responses towards product packages: Could these responses anticipate product choices?

Abstract

Today, it is a priority to predict what consumers will choose at the point of sale where there are more and more competing brands. But what kind of consumers' information can be used for that purpose? This paper compares the power of physiological responses (unconscious responses) and self-report/verbal responses (conscious responses) towards product packages, as a means of predicting product choices. To this end, six different packaging designs were created by combining three different colors (blue, red and black) and two different messages (simple and reinforced). Eighty-three young consumers were exposed to each of the six designs. In one phase of our investigation, unconscious electrodermal activity (EDA) for each participant and each packaging type was recorded. In another phase, conscious verbal opinions for each packaging type were collected in a questionnaire. Our results show that the blue packaging with a reinforced message was most often selected. For this packaging consumers' electrodermal values (unconscious responses) were lower, and verbal opinions (conscious responses) were higher. Thus, both data sets could be used to anticipate product choice. However, for the other five packages, only unconscious responses were related to product choices. In contrast, higher opinions in a questionnaire did not correspond to selection of packages.