Eye-Tracking of wine labels and their associations with hedonic, emotional, provenance, and sensory responses : A Dissertation submitted in partial fulfilment of the requirements for the Degree of Master of Science in Food Innovation at Lincoln University

Abstract

The aim of this paper is to use the eye-tracking method to monitor and analyse the influence of origin information on the wine label and its association with purchase intention, hedonic, emotional, and sensory response. Two studies were carried out on untrained Lincoln University staff and students within the age range of 20 – 60 years old. In study 1, an eye-tracking machine was applied to obtain eye movement and facial expression information when participants (N=55, 55% males, and 45% females) evaluating four design labels that with and without New Zealand origin name or origin logo. In study 2, participants did the evaluation (N=72, 56% males, and 44% females) after tasting the wine sample. Study 1 found no significant difference on fixation between origin name and origin logo but participants paid more attention to the image and the brand name on the wine label. Study 2 found with or without origin name or logo had no significant influence on emotional and tasting response. Among results from studies 1 and 2, no significant influence of origin information was founded on purchase intention and hedonic response. These findings can be used to design the label of the wine selling online.