- -

Using Combined Bipolar Semantic Scales and Eye-Tracking Metrics to Compare Consumer Perception of Real and Virtual Bottles

RiuNet: Institutional repository of the Polithecnic University of Valencia

Share/Send to

Cited by

Statistics

Using Combined Bipolar Semantic Scales and Eye-Tracking Metrics to Compare Consumer Perception of Real and Virtual Bottles

Show simple item record

Files in this item

dc.contributor.author Rojas, Juan-Carlos es_ES
dc.contributor.author Contero, Manuel es_ES
dc.contributor.author Bartomeu, Noemi es_ES
dc.contributor.author Guixeres Provinciale, Jaime es_ES
dc.date.accessioned 2016-01-21T08:37:54Z
dc.date.available 2016-01-21T08:37:54Z
dc.date.issued 2015-12
dc.identifier.issn 0894-3214
dc.identifier.uri http://hdl.handle.net/10251/60093
dc.description.abstract Three-dimensional virtual representations of consumer products are expected to gain relevance in e-commerce applications as low cost virtual reality headsets arrive on the market in the next years. However, there are a limited number of studies related to the perceptual evaluation of virtual products and their packaging where virtual and real (photographic) representations are compared. As part of an extensive exploration toward understanding product perception in virtual stores, this work presents a study with 38 participants in which consumer perceptions of a photographic and a virtual representation of a beer bottle are examined. Perceptual evaluation is assessed using two metrics: first, an evaluation was performed by applying a bipolar semantic scale based on four axes: novelty, resolution, style and emotion. Second, eye-tracking metrics were employed to analyse participant gaze behaviour during the visualization of stimuli. Virtual bottles were modelled using a medium polygonal load (5K polygons per bottle), and render quality was also medium to intentionally recreate the computing limitations of smartphone-based virtual reality headsets. Results show that a medium render quality alters consumer perception and responses using semantic scales. Eye-tracking analysis confirms that the orientation of the bottle and how it is presented also affect consumer perception. While some orientations result in similar eye-tracking metrics, others show different results. es_ES
dc.description.sponsorship This work was partially funded by the research programme of 'Catedra Heineken Espana S.A.-UPV' at Universitat Politecnica de Valencia. en_EN
dc.language Inglés es_ES
dc.publisher Wiley es_ES
dc.relation Research programme of 'Catedra Heineken Espana S.A.-UPV' at Universitat Politecnica de Valencia es_ES
dc.relation.ispartof Packaging Technology and Science es_ES
dc.rights Reserva de todos los derechos es_ES
dc.subject Eye-tracking es_ES
dc.subject Semantic scales es_ES
dc.subject Time fixation es_ES
dc.subject Packaging design es_ES
dc.subject Virtuality es_ES
dc.subject.classification EXPRESION GRAFICA EN LA INGENIERIA es_ES
dc.title Using Combined Bipolar Semantic Scales and Eye-Tracking Metrics to Compare Consumer Perception of Real and Virtual Bottles es_ES
dc.type Artículo es_ES
dc.identifier.doi 10.1002/pts.2178
dc.rights.accessRights Abierto es_ES
dc.contributor.affiliation Universitat Politècnica de València. Departamento de Ingeniería Gráfica - Departament d'Enginyeria Gràfica es_ES
dc.contributor.affiliation Universitat Politècnica de València. Instituto Interuniversitario de Investigación en Bioingeniería y Tecnología Orientada al Ser Humano - Institut Interuniversitari d'Investigació en Bioenginyeria i Tecnologia Orientada a l'Ésser Humà es_ES
dc.description.bibliographicCitation Rojas, J.; Contero, M.; Bartomeu, N.; Guixeres Provinciale, J. (2015). Using Combined Bipolar Semantic Scales and Eye-Tracking Metrics to Compare Consumer Perception of Real and Virtual Bottles. Packaging Technology and Science. 28(12):1047-1056. doi:10.1002/pts.2178 es_ES
dc.description.accrualMethod S es_ES
dc.relation.publisherversion http://dx.doi.org/10.1002/pts.2178 es_ES
dc.description.upvformatpinicio 1047 es_ES
dc.description.upvformatpfin 1056 es_ES
dc.type.version info:eu-repo/semantics/publishedVersion es_ES
dc.description.volume 28 es_ES
dc.description.issue 12 es_ES
dc.relation.senia 298033 es_ES
dc.identifier.eissn 1099-1522


This item appears in the following Collection(s)

Show simple item record