Department of Management

Emotional response towards food packaging: A joint application of self-report and physiological measures of emotion

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  • Lewis Xinwei Liao, Department of Marketing, Monash University, Australia
  • Armando M. Corsi, Ehrenberg-Bass Institute for Marketing Science, University of South Australia, Adelaide, Australia
  • Polymeros Chrysochou
  • Larry Lockshin, Ehrenberg-Bass Institute for Marketing Science, University of South Australia, Australia
In this paper we investigate consumers’ emotional responses to food packaging. More specifically, we use self-report and physiological measures to jointly assess emotional responses to three typical food packaging elements: colours (lowwavelength vs. high-wavelength), images (positive vs. negative) and typefaces (simple vs. ornate). A sample of 120 participants was exposed to mock package design concepts of chocolate blocks. The results suggest that images generate an emotional response that can be measured by both self-report and physiological measures, whereas colours and typefaces generate emotional response that can only be measured by self-report measures. We propose that a joint application of selfreport and physiological measures can lead to richer information and wider interpretation of consumer emotional responses to food packaging elements than using either measure alone.
Original languageEnglish
JournalFood Quality and Preference
Pages (from-to)48-55
Number of pages8
Publication statusPublished - 2015

    Research areas

  • food packaging, emotion, physiological measures, skin conductance, facial electromyography, Self-Assessment Manikin, chocolate

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