Research reveals differences in consumer response to protective packaging types
Breakthrough research using facial movement analysis reveals significant differences in how consumers respond emotionally to various protective packaging types. Results show that protective packaging has an impact on human emotion, product perception and lifetime customer value.
Participants were asked to select how they felt during three critical parcel interaction points—opening, removing the material/products and discarding the packaging. That data was then compared to the emotional response they displayed during each interaction point. Emotions included excitement, neutral, frustration, joy, relief, anger and sadness. In addition to the excitement and joy experienced in opening the package, frustration was also an emotion that was identified.