Transparent Windows on Food Packaging Do Not Always Capture Attention and Increase Purchase Intention
Ma, Zhuang and Ma compared transparent windows and graphic windows of the same size on packaged foods. College students viewed nuts, preserved fruits and instant cereals on a computer screen while their eye movements were recorded. Windows drew more attention than a no-window baseline, and the effect varied by product category. Transparent and graphic windows did not differ significantly in attention.
Ma, Zhuang and Ma compared transparent windows and graphic windows of the same size on packaged foods. College students viewed nuts, preserved fruits and instant cereals on a computer screen while their eye movements were recorded. Windows drew more attention than a no-window baseline, and the effect varied by product category. Transparent and graphic windows did not differ significantly in attention.
Written from the abstract, OpenAlex record with Crossref citation details, 2026-11-03.
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Ma, X., Zhuang, X., & Ma, G. (2020). Transparent Windows on Food Packaging Do Not Always Capture Attention and Increase Purchase Intention. Frontiers in Psychology, 11, 593690. doi:10.3389/fpsyg.2020.593690 https://doi.org/10.3389/fpsyg.2020.593690