Date of Award

5-2012

Document Type

Thesis

Degree Name

Master of Science (MS)

Legacy Department

Packaging Science

Advisor

Hurley, Rupert A

Committee Member

Duchowski , Andrew

Committee Member

Darby , Duncan

Abstract

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 postexperiment
survey was also conducted in order to gather qualitative data regarding
possible purchase influences.
The experiment was a 2 (label size) x 6 (beverage flavor) x 2 (age group) study,
conducted with 28 participants in a consumer retail environment using mobile eye
tracking technology. The goal of this study was to determine if one label attracted more
attention than another.
Data revealed that both label sizes drew an equivalent amount of attention;
however, partial body labels elicited more visits and more fixations than full body labels.
Consumers also selected partial body labels more often than full body labels, regardless
of the flavor of the beverage or their age group. Survey results suggested that consumers
prefer to be able to see the product when shopping for beverages.
Despite the current trend toward full body graphic labels, the study showed that
these labels do not attract more attention on the shelf next to partial labels that show the
product. While there may be other reasons for using full body labels, with respect to shelf
appeal, full body labels do not appear to carry any advantage over partial labels.

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