Transparent windows on food packaging can effectively highlight the actual food inside. The present study examined whether food packaging with transparent windows (relative to packaging with food- and non-food graphic windows in the same position and of the same size) has more advantages in capturing consumer attention and determining consumers’ willingness to purchase. In this study, college students were asked to evaluate prepackaged foods presented on a computer screen, and their eye movements were recorded. The results showed salience effects for (...) both packaging with transparent and food-graphic windows, which were also regulated by food category. Both transparent and graphic packaging gained more viewing time than the non-food graphic baseline condition for all the three selected products (i.e., nuts, preserved fruits and instant cereals). However, no significant difference was found between transparent and graphic window conditions. For preserved fruits, time to first fixations was shorter in transparent packaging than other conditions. For nuts, the willingness to purchase was higher in both transparent and graphic conditions than the baseline condition, while the packaging attractiveness played a key role in mediating consumers’ willingness to purchase. The implications for stakeholders and future research directions are discussed. (shrink)

In previous research on the evaluation of food images, we found that appetitive food images were rated higher following a positive prediction than following a negative prediction, and vice versa for aversive food images. The findings suggested an active confirmation bias. Here, we examine whether this influence from prediction depends on the evaluative polarization of the food images. Specifically, we divided the set of food images into "strong" and "mild" images by how polarized (i.e., extreme) their average ratings were across (...) all conditions. With respect to the influence from prediction, we raise two alternative hypotheses. According to a predictive dissonance hypothesis, the larger the discrepancy between prediction and outcome, the stronger the active inference toward accommodating the outcome with the prediction; thus, the confirmation bias should obtain particularly with strong images. Conversely, according to a nudging-in-volatility hypothesis, the active confirmation bias operates only on images within a dynamic range, where the values of images are volatile, and not on the evaluation of images that are too obviously appetitive or aversive; accordingly, the effects from prediction should occur predominately with mild images. Across the data from two experiments, we found that the evaluation of mild images tended to exhibit the confirmation bias, with ratings that followed the direction given by the prediction. For strong images, there was no confirmation bias. Our findings corroborate the nudging-in-volatility hypothesis, suggesting that predictive cues may be able to tip the balance of evaluation particularly for food images that do not have a strongly polarized value. (shrink)