20. Which Should I Choose?—Packages on the Shelf

  1. Howard R. Moskowitz Ph.D. President Founder1,
  2. Michele Reisner Vice President of Research1,
  3. John Ben Lawlor Ph.D.2 and
  4. Rosires Deliza Ph.D. Senior Research Scientist3

Published Online: 28 SEP 2009

DOI: 10.1002/9781444319330.ch20

Packaging Research in Food Product Design and Development

Packaging Research in Food Product Design and Development

How to Cite

Moskowitz, H. R., Reisner, M., Lawlor, J. B. and Deliza, R. (2009) Which Should I Choose?—Packages on the Shelf, in Packaging Research in Food Product Design and Development, Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781444319330.ch20

Author Information

  1. 1

    Moskowitz Jacobs Inc., 1025 Westchester Avenue, 4th Floor, White Plains, New York 10604 USA

  2. 2

    GlaxoSmithKline, Nutritional Healthcare, Coleford, GL16 8JB, UK

  3. 3

    Embrapa Food Technology, Av. Das Americas, 29.501-Guardaratiba, 23022-470 Rio de Janeiro, RJ-Brazil

Publication History

  1. Published Online: 28 SEP 2009
  2. Published Print: 7 SEP 2009

ISBN Information

Print ISBN: 9780813812229

Online ISBN: 9781444319330

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Keywords:

  • packages on the shelf;
  • knowledge building and package and design development;
  • conventional measurement approaches;
  • approaching problems through experimental design;
  • allure of “choice” in world of knowledge;
  • understanding “choice” rather than ratings of simple, single product;
  • choosing celestial seasonings;
  • emotions and selection;
  • shelf elements, flavor, price, brand and driving emotions;
  • setting up data for analysis

Summary

This chapter contains sections titled:

  • Introduction

  • The Allure of “Choice” in the World of Knowledge

  • Approaching the Problem Through Experimental Design

  • The Experiment

  • What the Respondents Saw

  • Setting Up the Data for Analysis

  • Analyzing the Results—What Teas People Choose and the (non) Effect of Position

  • Emotions and Selection

  • Summing Up—What Does Choice Research Begin to Tell Us?

  • References