Investigating the Influence of Character Presence in Packaging on Visual Attention and Consumer Choice for Hedonic Products Using Eye-Tracking Technology

Abstract

This study aims to investigate the impact of character presence on product packaging on the level of visual attention it generates among consumers, addressing the central question: Does the presence of a character on the packaging of hedonic products enhance visual appeal and consequently attract consumer attention, leading to product selection? This research employed a quantitative and experimental methodology with an exploratory approach. To determine the product category as hedonic, a filtering questionnaire was used to identify consumer behavior patterns. The results confirmed the hypothesis that chocolate is categorized as a hedonic product typically associated with unplanned purchases. This segment of the study involved non-random, purposive sampling. Subsequently, to assess the level of visual attention to the character element, a quantitative experiment was conducted using an eye-tracking device. In the final phase, a supplementary quantitative survey-based experiment was carried out to refine the research assumptions based on the previous findings. The sampling in the last two phases followed a non-random, snowball sampling method. In this study, demographic variables were analyzed using frequency and percentage distribution methods. To compare the attractiveness of packaging and consumers' purchase inclination, the Wilcoxon test was employed. The variables examined included time to first fixation, number of fixations, total visit duration, number of visits, and fixation duration. The findings indicate that while the character element in packaging influences consumer attention and selection, the outcomes vary across different packaging metrics. Thus, it cannot be conclusively stated that the presence or absence of a character definitively enhances visual appeal or leads to product selection. Rather, the conclusion must be nuanced: packaging featuring a character, due to its complexity or design details, may require more time to capture consumer attention. In contrast, simpler packaging without a character may draw attention more quickly. Therefore, to maximize immediate consumer engagement, simpler packaging may be more effective. On the other hand, if the goal is to foster deeper interaction with the consumer through packaging, incorporating more detailed designs may be advantageous. Notably, this study underscores the importance of considering environmental factors, individual consumer characteristics, and personal preferences, as these variables significantly influence packaging choices and contribute to more precise findings.