21. Response Time

  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.ch21

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) Response Time, in Packaging Research in Food Product Design and Development, Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781444319330.ch21

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



  • temptations of technology;
  • response time, attitudes, and behavior;
  • deconstructing response time into time to process;
  • measuring response time in simplest possible way;
  • people “learning” to respond faster with practice;
  • elements driving response time;
  • ordinary least squares with no additive constant;
  • philosophical tradition - operationism;
  • consumers and conventional geo-demographic variables;
  • response time in signaling mental processes


This chapter contains sections titled:

  • Introduction

  • Pragmatics and Thoughts About Experiments

  • What We Knew Before These Studies and How That Knowledge Informed Our Efforts

  • How Long Does a Person Look Before He Responds?

  • Does an Individual Demonstrate a Consistent Style that Can Be Evidenced Through Response Time?

  • Do People “Learn” to Respond Faster with Practice?

  • What Holds the Eye—How Elements Drive Response Time

  • Individual Inspection Styles—Are There Segments?

  • Summing Up

  • Postscript—Response Times, Network Effects, and the Value of Designed Experiments

  • References