Wine labels: an eye-tracking and pupillometry study

2016 ◽  
Vol 28 (4) ◽  
pp. 327-348 ◽  
Author(s):  
Bruno Laeng ◽  
Takashi Suegami ◽  
Samira Aminihajibashi
Keyword(s):  
Willingness To Pay ◽  
Eye Tracking ◽  
Pupil Size ◽  
Relevant Information ◽  
Quantitative Information ◽  
Monitoring Methods ◽  
Aesthetic Value ◽  
Content Type ◽  
Eye Fixations ◽  
Specific Label

Purpose The purpose of this paper was to investigate how attention to wine labels related to preference by using quantitative measures of gaze and of the diameter of the eye pupil. We assessed whether eye fixations could predict choices and willingness to pay and whether pupil size could index the aesthetic value of wine labels. More specific goals were to identify which elements of a wine label captured attention the most and to assess whether an authentic label would be preferred by naïve consumers over other alternative labels, also designed by the same studio but excluded from the market. Design/methodology/approach Infrared eye-tracking was used to measure the amount of time spent on a specific label among four that were simultaneously shown on the computer screen. Participants also made explicit decisions about preferred labels and provided price estimates. Pupillometry was used for labels shown in isolation to obtain a physiological index of their arousing effect and aesthetic appeal. Eye fixations provided an index of what was selected by attention, whereas changes in the pupillary diameter indexed how intensively attention was focused on an item. Findings A strong positive relationship was found between the dwelling of gaze over a specific label and the degree in which a wine bottle was preferred and (virtually) chosen. The pictorial elements of the labels were fixated the most, whereas verbal information was looked at the least. Attractiveness scores of each bottle collected with one independent group of observers were able to predict the willingness to pay in another group. Moreover, pupil size changed non-linearly in relation to the hedonic values of the wine labels, indicating greater responses to the most as well as least attractive labels (i.e. for the most arousing labels). Research limitations/implications A limitation of the present experiments was that only choices and behavior of wine “novices” were probed; hence, the present findings might not be generalized to other segments (e.g. wine connoisseurs). Moreover, the present study could not specify which visual properties of a label affect preference, aesthetic value and estimates of price, as the study of these effects would require a large number and variety of label stimuli. Practical implications Eye monitoring methods could assist marketing studies of preferences and decision-making. Both wine label designers and wine producers could benefit from eye-tracking methods to improve label selection and optimize the design process of a wine label. Originality/value Although both eye-tracking and pupillometry have been used to the investigate aesthetic preferences for at least the past 50 years, the measurement of pupil diameter and eye movements to study attributes of (authentic) wine labels and their effectiveness is entirely novel. The present study confirms that measures based on eye-tracking combined to explicit choices or ratings provide complementary types of market-relevant information. Both methods provide objective, quantitative, information of the effect of the labels on consumers that is independent but predictive of actual choices and verbally reported preferences. Moreover, they appear to index different processes, pupillometry being a proxy of aesthetic value and gaze a reliable index of choice. Thus, the present findings can be of value to the academic researcher as well as industry and design practitioners.

Consumers' willingness to pay for food safety attributes of tomato

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Khalid Joya ◽  
Nurul Nadia Ramli ◽  
Mad Nasir Shamsudin ◽  
Nitty Hirawaty Kamarulzaman
Keyword(s):  
Food Safety ◽  
Willingness To Pay ◽  
Discrete Choice ◽  
Relevant Information ◽  
Discrete Choice Experiments ◽  
Content Type ◽  
Safety Attributes ◽  
Wet Market ◽  
Excessive Quantity ◽  
Selection Of

PurposeConsumers are giving greater attention to the selection of food due to the improvement in income and urbanization. Meanwhile, in recent years, the vegetables' farmers in Malaysia have been reported using an excessive quantity of pesticides. The vegetables exported to Singapore and China have been rejected in 2018 and 2017 due to the presence of excessive levels of pesticides. Such incidences have created massive concern to improve the safety standard of the vegetable industry. The purpose of this paper is to evaluate consumers' willingness to pay for food safety attributes of tomato.Design/methodology/approachDiscrete choice experiments has been used, and 490 respondents have completed the survey.FindingsResults suggested that consumers were willing to pay RM4.18 more for wholesome tomato relative to slightly damage tomato. Consumers also were willing to pay RM2.75 more for organic tomato relative to inorganic tomato. They were also willing to pay RM2.30 and RM1.29 more for certified and tomato sold at supermarket relative to uncertified and tomato sold at the wet market, respectively. The willingness to pay for safety attributes of tomato also varied according to the income, age and education level of the consumers.Research limitations/implicationsIf the farmers can respond effectively to the changes in consumers demand, it can be translated into business opportunities.Originality/valueThis research able to provide relevant information related to the consumers' willingness to pay for food safety attributes of tomato in Malaysia.

Consumer-citizen willingness to pay for healthy eating messages

2019 ◽  
Vol 31 (2) ◽  
pp. 890-909 ◽  
Author(s):  
Yuxia Ouyang ◽  
Amit Sharma
Keyword(s):  
Willingness To Pay ◽  
Descriptive Analysis ◽  
Content Type ◽  
Health Warning ◽  
Warning Messages ◽  
Related Information ◽  
Warning Message ◽  
Home Context ◽  
Health Related ◽  
Amazon's Mechanical Turk

PurposeThe purpose of this study was to investigate the preference of health-warning message labeling in an eating-away-from-home context. The authors assessed individuals’ preference valuation of such messaging from a dual – consumer and citizen – perspective and with associated expected risk reduction (RR) level.Design/methodology/approachIn an online stated choice experiment on Amazon’s Mechanical Turk (N = 658), participants were asked to provide willingness to pay (WTP) preferences for health-warning messages and based on the expected RR from health-warning messages. Two types of multiple price list questions were used for consumer and citizen contexts. Interval regression and descriptive analysis methods were applied to analyze the data.FindingsThe study found that individuals placed a higher value (higher WTP) on health-warning message labeling when acting as citizens rather than as consumers. An RR expectation of 50 per cent was most effective in increasing participants’ WTP. Individuals who ate out frequently were more concerned about healthier food messages, and the influence of gender and age on WTP was conditional on individuals’ roles as consumers versus citizens.Originality/valueThis study extends the theory of consumer-citizen duality to the context of health-related information labeling, thus opening the discussion to extending such labeling from traditionally risky behavior such as alcohol and tobacco to also including food choice behavior. The authors also highlight implications on policy and industry practices to promote healthy food choices through such messages.

Psychological influences on customer willingness to pay and choice in automated retail settings

2014 ◽  
Vol 29 (3/4) ◽  
pp. 237-260 ◽  
Author(s):  
Ashutosh Dixit ◽  
Kenneth D. Hall ◽  
Sujay Dutta
Keyword(s):  
Willingness To Pay ◽  
Dynamic Pricing ◽  
Price Change ◽  
Price Fairness ◽  
Content Type ◽  
Theoretical Contribution ◽  
Perceived Price ◽  
Quasi Experimental ◽  
Small Increments ◽  
Perceived Price Fairness

Purpose – The purpose of this paper is to investigate the influence of price attribute framing and factors such as urgency and perceived price fairness on customer willingness to pay (WTP) in automated retail settings. Design/methodology/approach – The authors conducted two sets of quasi-experimental scenarios surrounding vending-machine purchase decisions. The first set was analyzed with MANOVA, the second set with choice-based conjoint (CBC) analysis. Findings – When prices are framed positively (as a discount), customer WTP is higher at high published price levels than it is for unframed or negatively framed prices. The effect on WTP holds whether the reference price range is broad (few large increments) or narrow (numerous small increments). In the CBC scenarios, immediate availability of the product was most influential on choice, followed by price and brand effects. These findings held under conditions invoking both urgency and price fairness. Providing an explanation for higher prices increases perceived price fairness. Research limitations/implications – Further study might assess the presence or absence of interaction effects in the conjoint scenarios. Practical implications – Managers should consider transparency in dynamic pricing, particularly when the price change is outside the control of the firm. The conjoint scenario results also offer evidence that dynamic pricing will not impact other marketing-mix decisions for fast-moving consumer goods (FMCG) dramatically (availability at point of purchase and presence in the consumer consideration set remain strong influences on choice). Social implications – Understanding these effects on WTP could help managers manage perceptions of unfairness and optimize WTP. Originality/value – A theoretical contribution from this study is that the immediate loss/gain consideration under theories of decision making under uncertainty outweigh considerations such as scarcity urgency or perceived unfairness. Use of conjoint analysis in WTP research, study of dynamic pricing in FMCG setting.

Seeking attention: an eye tracking study of in-store merchandise displays

2015 ◽  
Vol 43 (6) ◽  
pp. 561-574 ◽  
Author(s):  
Patricia Huddleston ◽  
Bridget K. Behe ◽  
Stella Minahan ◽  
R. Thomas Fernandez
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Purchase Intention ◽  
Product Information ◽  
Product Category ◽  
Practical Significance ◽  
Content Type ◽  
First Time ◽  
Tracking Technology

Purpose – The purpose of this paper is to elucidate the role that visual measures of attention to product and information and price display signage have on purchase intention. The authors assessed the effect of visual attention to the product, information or price sign on purchase intention, as measured by likelihood to buy. Design/methodology/approach – The authors used eye-tracking technology to collect data from Australian and US garden centre customers, who viewed eight plant displays in which the signs had been altered to show either price or supplemental information (16 images total). The authors compared the role of visual attention to price and information sign, and the role of visual attention to the product when either sign was present on likelihood to buy. Findings – Overall, providing product information on a sign without price elicited higher likelihood to buy than providing a sign with price. The authors found a positive relationship between visual attention to price on the display sign and likelihood to buy, but an inverse relationship between visual attention to information and likelihood to buy. Research limitations/implications – An understanding of the attention-capturing power of merchandise display elements, especially signs, has practical significance. The findings will assist retailers in creating more effective and efficient display signage content, for example, featuring the product information more prominently than the price. The study was conducted on a minimally packaged product, live plants, which may reduce the ability to generalize findings to other product types. Practical implications – The findings will assist retailers in creating more effective and efficient display signage content. The study used only one product category (plants) which may reduce the ability to generalize findings to other product types. Originality/value – The study is one of the first to use eye-tracking in a macro-level, holistic investigation of the attention-capturing value of display signage information and its relationship to likelihood to buy. Researchers, for the first time, now have the ability to empirically test the degree to which attention and decision-making are linked.

Hijabista willingness to accept premium pricing: an analytical study of the effect of social and self-identity on hijab fashion brands satisfaction

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Alshaimaa Bahgat Alanadoly ◽  
Suha Fouad Salem
Keyword(s):  
Willingness To Pay ◽  
Product Design ◽  
Consumer Satisfaction ◽  
Willingness To Accept ◽  
Fashion Industry ◽  
Content Type ◽  
Self Identity ◽  
Fashion Products ◽  
Practical Implications ◽  
Brand Satisfaction

Purpose This paper aims to study the predictors influencing hijabista satisfaction towards Hijab fashion brands and their willingness to pay premium pricing as fashion consumers. The effects of product design, product quality, social and self-identity have been studied in relation to product, and brand satisfaction is believed to have led to acceptance of premium pricing. Various factors have been studied and analysed to provide a better understanding of Hijab fashion consumer behaviour. Design/methodology/approach Data were collected by using online structured surveys distributed within the area of Shah Alam City in Malaysia. Convenience sampling was used in defining the 223 target respondents, and the collected data was analysed using Smart-PLS Software. Findings The results highlighted that product design has the largest influence on the willingness of hijabistas in paying premium prices, followed by products that reflect their social-identity while communicating their religious obligations and commitments. Communicating one’s self-identity was also found not to have a significant impact which relates to the importance of the religious and social commitments on hijabista purchasing choices rather than their own self-conceptual image. Practical implications This paper provides insights on the factors that affect hijabista satisfaction towards Hijab fashion products and brands. Conclusions provided are very relevant to the practices of the fashion industry, and in particular, for designers to understand the needs of this large and significant segment of the fashion market. Originality/value Hijab fashion is a growing segment in the fashion industry, and it has been gaining recent global attention. Designers need to be more aware of the requirements of this segment of the fashion market. This research focusses on Hijab consumer satisfaction and how this reflects their willingness to pay premium prices for chosen products and brands. Factors such as product design and quality, along with social and self-identity, were studied in connection with hijabista willingness to accept premium pricing. Such connections and terms have not been covered in previous literature.

Residents’ preferred measures and willingness-to-pay for improving urban air quality: A case study of Hanoi city, Vietnam

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Thanh Cong Nguyen ◽  
Hang Dieu Nguyen ◽  
Hoa Thu Le ◽  
Shinji Kaneko
Keyword(s):  
Air Pollution ◽  
Air Quality ◽  
Willingness To Pay ◽  
Public Transportation ◽  
Online Survey ◽  
Urban Air Quality ◽  
Multivariate Probit ◽  
Urban Air ◽  
Content Type ◽  
Public Opinions

PurposeThis purpose of this paper is to understand residents’ choice of preferred measures and their willingness-to-pay (WTP) for the measures to improve the air quality of Hanoi city.Design/methodology/approachQuestionnaire surveys were conducted to collect the opinions of 212 household representatives living in Hanoi City. The survey tools were tested and adjusted through an online survey with 191 responses. Multivariate probit and linear regression models were used to identify determinants of respondents’ choices of measures and their WTP.FindingsRespondents expressed their strong preferences for three measures for air quality improvements, including: (1) increase of green spaces; (2) use of less polluting fuels; (3) expansion of public transportation. The mean WTP for the implementation of those measures was estimated at about 148,000–282,000 Vietnamese dong, equivalent to 0.09–0.16% of household income. The respondents’ choices appear to be consistent with their characteristics and needs, such as financial affordability, time on roads and their perceived impacts of air pollution. The WTP estimates increase with perception of air pollution impacts, time on roads, education and income; but are lower for older people.Originality/valueTo gain a better understanding of public opinions, we applied multivariate probit models to check whether respondents’ choices were consistent with their characteristics and perceptions. This appears to be the first attempt to test the validity of public opinions on choices of measures for improving urban air quality in Vietnam. Our WTP estimates also contribute to the database on the values of improved air quality in the developing world.

Cryptocurrency bubble risk and the FOMC announcements during COVID-19 black swan event

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anis Jarboui ◽  
Emna Mnif
Keyword(s):  
Federal Reserve ◽  
Abnormal Returns ◽  
Relevant Information ◽  
Future Research ◽  
Open Market ◽  
Predictive Capacity ◽  
Federal Open Market Committee ◽  
Content Type ◽  
Cumulative Abnormal Returns ◽  
Practical Implications

Purpose After the COVID-19 outbreak, the Federal Reserve has undertaken several monetary policies to alleviate the pandemic consequences on the markets. This paper aims to evaluate the effects of the Federal Reserve monetary policy on the cryptocurrency dynamics during the COVID19 pandemic. Design/methodology/approach We examine the response and feedback effects via an event study methodology. For this purpose, abnormal returns (AR) and cumulative abnormal returns (CARs) around the first FOMC (Federal Open Market Committee) announcement related to the COVID-19 pandemic for the top five cryptocurrencies are explored. We, further investigate the effect of the eight FOMC statement announcements during the COVID19 pandemic on these cryptocurrencies (Bitcoin, Ethereum, Tether, Litecoin, and Ripple). In the above-mentioned crypto-currency markets, we investigate the presence of bubbles by using the PSY test. We then examine the concordance of the dates of these bubbles with the dates of the FOMC announcements. Findings The empirical results show that the first FOMC event has a negative significant effect after 4 days of the announcement date for all studied cryptocurrencies except Tether. The results also indicate that cumulative abnormal returns are significant during the event windows of (−3,8), (−3,9), and (−3,10). Besides, we find that Bitcoin, Ethereum and, Litecoin lived short bubbles lasting for a few days. However, Ripple and Tether markets present no bubbles and no explosive periods. Research limitations/implications This paper presents trained proof that FOMC announcements have a positive effect on volatility's predictive capacity. This work therefore promotes the study of the data quality of volatility in future research as well. Practical implications The justified effect of the FOMC announcements on cryptocurrency as a speculative asset has practical implications for investors in building their trading strategies in anticipation of the next FOMC announcement. Therefore, this study implies that the FOMC announcements contain very relevant information for investors in the cryptocurrency market. This research may not only encourage a better understanding of the evolution of the expectations of policymakers, but also facilitate a better understanding of how these expectations are developed. Originality/value The COVID-19 pandemic has disturbed the stability of financial markets, inciting the Fed to take some monetary regulations. To the best of our knowledge, this study is the first one that analyses the response of five major cryptocurrencies to FOMC announcements during COVID 19 pandemic and associates these dates with bubble occurrences.

Comparing fidelity monitoring methods in an evidence-based parenting intervention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ashwini Tiwari ◽  
Daniel Whitaker ◽  
Shannon Self-Brown
Keyword(s):  
Program Effectiveness ◽  
Training Model ◽  
Monitoring Methods ◽  
Capture Process ◽  
Content Type ◽  
Program Fidelity ◽  
Home Based ◽  
Audio Recordings ◽  
Fidelity Monitoring ◽  
Video And Audio

Purpose Two common methods in community settings of assessing program fidelity, a critical implementation component for program effectiveness, are video and audio recordings of sessions. This paper aims to examine how these two methods compared when used for a home-based behavioral parenting-training model (SafeCare®). Design/methodology/approach Twenty-five SafeCare video-recorded sessions between home visitors and parents were scored by trained raters either using the video or audio-only portions of recordings. Sessions were coded using fidelity checklists, with items (n = 33) classified as one of two fidelity aspects, content [delivery of program components (n = 15)], or process [communication and rapport building (n = 11)]. Seven items were considered to overlap between constructs. Items were coded as having been done or not done appropriately. Coders rated items as “technological limitation” when scoring methods hindered coding. Analyses compared percent agreement and disagreement between audio and video coders. Findings Overall agreement between coders was 72.12%. Levels of agreement were higher for content items (M = 80.89%, SD = 19.68) than process items (58.54%, SD = 34.41). Disagreements due to technology limitations among audio coders were noted among 15 items; particularly, higher levels of disagreement were seen among process items (42.42%) than content items (9.64%). Originality/value Compared to video, fidelity monitoring via audio recordings was associated with some loss of process-related fidelity. However, audio recordings could be sufficient with supplements such as participant surveys, to better capture process items. Research should also examine how content and process fidelity relate to changes in family behavior to further inform optimal fidelity monitoring methods for program use.

“Red” and “green” flags of risk disclosures – identifying associations between positive and negative key phrases and consecutive cumulative abnormal stock returns

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Deborah Yvonne Nagel ◽  
Stephan Fuhrmann ◽  
Thomas W. Guenther
Keyword(s):  
Stock Returns ◽  
Relevant Information ◽  
Risk Information ◽  
Information Value ◽  
Research Approach ◽  
Content Type ◽  
Abnormal Stock Returns ◽  
Key Phrases ◽  
Risk Disclosures ◽  
Selection Of

Purpose The usefulness of risk disclosures (RDs) to support equity investors’ investment decisions is highly discussed. As prior research criticizes the extensive aggregation of risk information in existing empirical research, this paper aims to provide an attempt to identify disaggregated risk information associated with cumulative abnormal stock returns (CARs). Design/methodology/approach The sample consists of 2,558 RDs of companies listed in the S&P 500 index. The RDs were filed within 10 K filings between 2011 and 2017. First, this study automatically extracted 35,685 key phrases that occurred in a maximum of 1.5% of the RDs. Second, this study performed stepwise regressions of these key phrases and identified 67 (78) key phrases that show positive (negative) associations with CARs. Findings The paper finds that investors seem to value most the more common key phrases just below the 1.5% rarest key phrase threshold and business-related key phrases from RDs. Furthermore, investors seem to perceive key phrases that contain words indicating uncertainty (impacts) as a negative (positive) rather than a positive (negative) signal. Research limitations/implications The research approach faces limitations mainly due to the selection of the included key phrases, the focus on CARs and the methodological choice of the stepwise regression analysis. Originality/value The study reveals the potential for companies to increase the information value of their RDs for equity investors by providing tailored information within RDs instead of universal phrases. In addition, the research indicates that the tailored RDs encouraged by the SEC contain relevant information for investors. Furthermore, the results may guide the attention of equity investors to relevant text passages whose deeper analysis might be useful with regard to investors’ capital market decisions.

The impact of hedonic dining experiences on word of mouth, switching intentions and willingness to pay

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anupama Sukhu ◽  
Anil Bilgihan
Keyword(s):  
Willingness To Pay ◽  
Word Of Mouth ◽  
Internal Validity ◽  
Service Encounters ◽  
Student Sample ◽  
Content Type ◽  
Hedonic Value ◽  
Restaurant Managers ◽  
Positive Word Of Mouth ◽  
The Impact

PurposeWhen customers decide to dine out, they choose a restaurant for both physiological and psychological reasons. The psychological reasons include the hedonic/enjoyment goal of the consumer. The purpose of this paper is to investigate whether dining experiences that provide a positive or negative hedonic value will influence positive word of mouth (PWOM), switching intentions (SI) and willingness to pay (WTP).Design/methodology/approachTwo survey-based experiments using student (N = 112) and general restaurant consumer samples (N = 270) were conducted to test the proposed theoretical model. The student sample provided internal validity, whereas the general consumer sample provided external validity for the study. Two types of manipulations were used to manipulate positive and negative restaurant service encounters. The second study randomly assigned participants into positive or negative scenarios.FindingsThe results suggest that positive (negative) service encounters lead to higher (lower) hedonic value. Higher hedonic value leads to PWOM, WTP and reduced SI. The findings of this study would assist restaurant managers and service scholars by bridging the gap between experiential and relationship marketing.Originality/valueThe current research investigates the dining out experience with a holistic lens.

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