Abstract
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).
Highlights
The role of emotions in consumer behavior models has been increasing during the last decades [1]
66.67% of the consumers who chose the blue packaging with a simple label in the virtual space chose the blue packaging with a simple label in the physical context
The second and third highest convergence between virtual trial and real trial are for the red packaging with a reinforced label (62.50%) and for the blue packaging with a leaf (47.92%)
Summary
The role of emotions in consumer behavior models has been increasing during the last decades [1]. The Theory of Consumer Learning [2] supports the idea that consumers’ emotions appear at very early stages of the consumption process, not just when the real product is shown at the point of sale. This means that when consumers search for product information, they start to learn about it, and, to feel something for the product. The previous emotions experienced towards a new product presented virtually and the final emotions towards the same product presented physically in a shop are expected to converge
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.