APPROACH FOR EVALUATING THE PLACEBO EFFECT ON THE PERCEPTION OF QUANTITY IN ICE CREAM PACKAGING

Description

/ 12 APPROACH FOR EVALUATING THE PLACEBO EFFECT ON THE PERCEPTION OF QUANTITY IN ICE CREAM PACKAGING Field of invention

[001] This descriptive report refers to a Utility Model Patent for an approach that uses consumer experiments and eye-tracking technology to analyze frozen food packaging, specifically ice cream. The invention consists of developing packaging to induce the perception of different volumes, despite containing the same amount of product, thus generating a placebo effect that can influence the consumer's purchase decision. Also applicable to other sectors, such as cosmetic packaging, the method offers versatility for various products.

[002] This invention presents an experimental design developed to monitor, in real time, consumers' purchase intention through a simulation based on the placebo effect generated by packaging shapes. By combining eye-tracking and self-reported data, it is possible to identify the most attractive packaging and those that induce the greatest placebo effect and purchase intention, as well as to identify if there is a connection between these data. These results offer strategic support for product developers, marketing specialists, and researchers in consumer neuroscience and neuromarketing. Fundamentals of the invention

[003] State of the art: there is a patent registration that shows the method for quality assessment using eye-tracking, with patent document BR 1O2013 026886-0 A2, which refined the initial repertoire of icons for authentication application with emphasis on mobile devices through Heat Maps, extracted from eye-tracking, and the choices (declared data) of the participants. In the same sense of experiments with eye-tracking, the invention with patent document CN110162304 (A), describes an interface layout method to optimize the Petition 870250047716, dated 09 / 06 / 2025, page 5 / 16 / 12 interaction with information using eye-tracking technology to analyze information blocks, layouts, and error factors such as omissions and incorrect judgments. Based on the results, the interface is adjusted to improve the arrangement of information and the efficiency of the visual flow.

[004] Based on patents related to neuromarketing experiments, there is patent document US2011085700 (A1), which described Neuromarketing systems and methods that utilize biosensor measurements to create quantitative models of consumer responses, evaluating emotion, engagement, cognition, and feelings in contexts such as advertising, packaging, and online marketing. There is also patent document CN101815467 (A), which created a system to evaluate attributes of stimulus material and stimulus material, such as communication, concept, messages, images, price, packaging (and others), through neuroresponse data collected from neuroscience tools, such as eye-tracking, and then determine the stimulus and stimulus attribute resonance.

[005] There are also studies that have applied experiments using eye-tracking to identify consumer preferences for food product packaging. Barbosa (2021) showed that increased visual attention can increase the selection of frozen pizza packaging. Bastos (2020) suggested that different types of packaging and label content for coconut water generated distinct effects on both visual attention and purchase intention. Da Rosa, Spence, and Tonetto (2019) found that the shape of the packaging (angular or round) of cereal and butter cookies influences consumer expectation, showing that attention and choice are interrelated.

[006] Regarding research that applied experiments to understand the relationship between the placebo effect in packaging and consumer behavior, some studies were found. Enax et al., (2015) observed a placebo effect in chocolates labeled as Fair Trade, perceived as having greater pleasure and flavor compared to the same chocolates labeled as conventional, influencing consumer purchasing decisions. Goldstein (2019) demonstrated, in a study with tasting of identical wines, that the nocebo effect of low prices outweighs the Petition 870250047716, dated 09 / 06 / 2025, page 6 / 16 / 12 placebo of high prices, significantly influencing consumer preferences.

[007] Despite advances in models and methods for evaluating consumer perception through neuromarketing experiments using technologies such as eye-tracking, a significant gap remains in the analysis of the placebo effect on the perception of quantity in ice cream packaging. This study seeks to fill this gap by proposing an approach to analyze the impact of different ice cream packaging formats on the perception of quantity, combining eye-tracking data and consumer statements. The objective (output) is to identify the packaging that is most attractive, that induces the greatest placebo effect, that is, the one that visually suggests a larger volume and, consequently, can increase purchase intention. To date, there is no approach that combines all this data with the possibility of a practical result. This is the differentiating factor of this approach compared to other methods.

[008] This invention stands out for offering a practical solution for choosing the most effective packaging format for ice cream, with potential application in other industry segments. By combining declared data and neuroscientific data, such as Eye-Tracking, a technique that reveals subconscious insights into consumer behavior (Ohme; Matukin, 2012), going beyond traditional methods, this methodology enables the development of more effective and personalized marketing strategies, boosting the success of products and brands. Brief description of the drawings

[009] To illustrate the experimental approach to evaluating consumer perception influenced by the placebo effect, the following figures detail the elaboration process, as follows: Figure 1 presents the proposed approach. Figure 2 illustrates the flowchart of the experimental design. Petition 870250047716, dated 09 / 06 / 2025, page 7 / 16 4 / 12 Figure 3 represents block one of the experimental design. Figure 4 represents block two of the experimental design. Figure 5 represents block three of the experimental design. Figure 6 presents the flowchart for the application of the experiment. Figure 7 depicts a participant in front of a monitor with eye-tracking below. Figure 8 illustrates the flowchart for data processing and analysis. Description of the invention

[0010] The approach to evaluating the placebo effect on the perception of quantity in packaging is based on a neuromarketing experimental design and aims to provide a practical solution for identifying the ideal packaging format for products, focusing on ice cream, based on consumer behavior. The application of neuromarketing, which integrates principles of marketing and neuroscience, is fundamental to analyzing and understanding consumer behavior, assisting in the development of products aligned with their needs and desires (Lee, Broderick and Chamberlain, 2007; Morin, 2011; Cardoso et al., 2022).The use of neuroscience tools, such as eye-tracking, adds value to the approach by enabling real-time study, allowing the analyst to understand phenomena related to specific moments (Burgos-Campero; Vargas-Hernandez, 2013), as well as capturing unconscious responses from consumers, who often cannot coherently express their preferences (Ariely; Berns, 2010).

[0011] Exploring the placebo effect is important for understanding consumer behavior in purchasing contexts (Chaudhuri et al., 2010). In marketing, a placebo refers to a product that appears to possess nonexistent attributes, but still influences purchasing decisions (Shiv, Carmon, Ariely, 2005). Studies show that attributes such as price, appearance, and packaging can generate positive judgments. Petition 870250047716, dated 09 / 06 / 2025, page 8 / 16 / 12 (placebo effect) and purchase decisions, even if it does not represent reality (Plassmann and Weber, 2015).

[0012] The approach stems from the need to identify the best packaging for ice cream (input), seeking an option that is more attractive, creates a greater impression of volume, and increases purchase intent. The process is divided into three phases (Figure 1). In the first phase, the experimental design is developed. In the second phase, the experiment is carried out, in which all participants interact with the same experimental design. In the third phase, the data obtained are processed and analyzed, including both physiological attention data (captured by eye-tracking) and declarative data (collected by self-reporting). The analysis involves cross-referencing this information. As a final result, the approach suggests the output: the most suitable packaging to achieve the objective.

[0013] The experimental design phase (Figure 2) is crucial, as the data that will lead to the desired response depend on it. Rigorous planning is essential to avoid biased results. For example, packaging should be presented alternately on the right and left sides of the screen to avoid positional bias in participants (Chae and Hoegg, 2013). This phase is divided into blocks with specific characteristics to achieve the final objective. Development requires a clear definition of the object of study (formats and product) and the creation of representative images, varying them to capture different responses from participants. Finally, the experimental design is entered into compatible software for execution with eye-tracking, such as Tobii Pro Lab, recommended for this type of equipment.

[0014] For the study of the placebo effect in packaging, the packaging should be created generically, with common attributes such as logo and weight, but without specific references to existing brands or products. This avoids preference for known products. In the case of testing a specific brand, both packaging variations should belong to the same brand. It is recommended to develop at least three blocks in the experimental design. During the experiment, simple instructions in text format are presented to the participants directly on the packaging. Petition 870250047716, dated 09 / 06 / 2025, page 9 / 16 / 12 monitor, serving to guide and describe the tasks to be performed. Then configure the experiment in the eye-tracking software.

[0015] Format variations should meet the study objective, maintaining the same volume (e.g., for ice cream, 1L) and adjusting dimensions as needed. For ice cream, traditional (rectangular and round) and innovative formats can be tested. Images with and without volume information should be created for different experimental blocks. Instructions and the plus sign (+) can be included directly in the software, along with slides containing explanatory text.

[0016] The experiment begins with welcome instructions (“Welcome to the neuromarketing experiment”) and attention to stimuli (“Initially, carefully observe the images”). In Block 1, control images of the packaging are presented, with all attributes, including weight. The packaging is displayed in the center of the screen for 5 seconds, individually, in random image order, with a fixation cross displayed for 2 seconds between images to stabilize the gaze and reduce involuntary movements (Thaler, Goodale, and Gegenfurtner, 2013). At the end of each block, a black slide with the word “Pause” appears for 2 seconds, allowing visual rest (García-Madariaga et al., 2019), and marking the transition of the block. This block (Figure 3) aims to familiarize participants with the packaging.

[0017] Block 2 (Figure 4) begins with instructions to observe the images and answer a question, followed by a checkmark. Each slide displays two images of packaging side-by-side, with volume information, identified as "Product 1" and "Product 2," with their positions reversed after a checkmark. Next, the question is displayed: "If both packages had the same price, which one would you buy?", with only one answer option: "Product 1" or "Product 2". Other variations can be created for the study if more options are available. The packaging images are displayed at a 25° angle to facilitate depth perception, with each slide shown for 5 seconds. Finally, a black slide concludes the block. The objective of this block is to capture consumers' purchase decisions using the declarative method. Eye-tracking is also used. Petition 870250047716, dated 09 / 06 / 2025, page 10 / 16 / 12 to identify changes in attention based on combinations between pairs of packaging (e.g., round versus rectangular).

[0018] Block 3 (Figure 5) begins with instructions to observe the images and answer a new question. On each slide, two packages are displayed side-by-side, without volume information, identified as “Product 1” and “Product 2”, with their positions reversed after a cross marking. This is followed by the question: “In your perception, which package has a larger quantity?”, which offers three possible answers: “Product 1”, “Product 2”, or “they are the same”. The objective is to analyze, through eye-tracking, changes in attention and capture perceptions about the perceived quantity, testing the placebo effect of the packaging formats. The block ends with the closing message: “End of experiment. Thank you for your participation.” Concluding the experimental design phase.

[0019] Before starting the next phase, it is essential to obtain approval from the institution's ethics committee. The second phase involves applying the experiment to consumers and is divided into three main stages (Figure 6). Stage 1 - Recruitment and selection of participants: individuals who agree to participate in the experiment are selected; these individuals simulate consumers in the market. The recommendation in this stage is to avoid using mascara during the experiment so as not to compromise the eye-tracking data. Stage 2 - Orientation: the analyst provides detailed information about the use of eye-tracking and the experiment, addressing the duration and tasks to be performed, without detailing the objective of the experiment. This stage takes place when the participant is already in the laboratory, the location of the experiment. The objective is to ensure that participants clearly understand what will be done.After the explanation, those who agree to participate must sign the Informed Consent Form (ICF), ensuring the ethical compliance of the study. Next, participants are positioned in front of the monitor where the tabletop eye-tracking system is installed (Figure 7). Step 3 - The eye-tracking system is then calibrated to accurately record eye position, ensuring the quality of the collected data, and the presentation of the experimental design begins: in this step, the stimuli are displayed and the declarative questions are asked as planned. Petition 870250047716, dated 09 / 06 / 2025, page 11 / 16 / 12 in the previous phase. At the end of the experiment, the participant is thanked for their participation and released.

[0020] The final phase (Figure 8) occurs in two stages: data processing and data analysis. Data processing is divided into two parts. Part 1 – Eye movement data involves drawing Areas of Interest (AOIs), corresponding to the packaging formats presented in blocks 2 and 3. From the AOIs, the fixation count metric (number of fixations) should be extracted, used as a proxy to infer visual attention. This metric reflects the number of times the participant fixed their gaze on a given AOI and is considered a reliable indicator of visual attention (Bialkova and van Trijp, 2011). Subsequently, the average number of fixations for each package is calculated, considering variations in screen position, resulting in the average number of fixations per format. Part 2 – Declarative data: the participants' choices regarding packaging in the purchase decision and placebo effect tests are organized in spreadsheets exported from the eye-tracking software.Finally, this declarative data is combined with attention data (average number of fixations) for each packaging format for an integrated analysis.

[0021] In the data analysis stage, logistic regression is used to explore the relationship between attention, quantity perception (placebo effect), and purchase decision. This technique is appropriate for qualitative and dichotomous dependent variables, such as the purchase decision between rectangular and round packaging (Hair et al., 2010). Independent variables include numerical data, such as the number of fixations, and categorical data, such as the choice of the packaging perceived as having a larger volume (excluding responses of equality, which do not reflect the placebo effect). This method estimates the probability of an event occurring based on independent variables, whether numerical or categorical (Connelly, 2020). The objective is to identify whether the packaging that received more attention is the preferred one for purchase and whether this preference is linked to the perception of greater volume, validating the placebo effect.After assembling the structure, software such as SPSS or R can be used to determine which format combines attention, preference, and perception of greater volume, thus offering robust recommendations for producing this format. In case a... Petition 870250047716, dated 09 / 06 / 2025, page 12 / 16 / 12 if the dependent variable has more than two categories, the approach can be adjusted to a multinomial regression. Examples of embodiments of the invention

[0022] This invention aims to study consumer behavior in choosing ice cream, analyzing how packaging design influences attention, volume perception (placebo effect), and purchase decision. The approach integrates neuroscientific techniques, such as eye-tracking, and advanced statistical methods, such as logistic regression, to integrate declarative and physiological information and identify packaging that, in addition to capturing more attention, promotes a greater perception of volume, generating a placebo effect that positively influences purchase intention, offering innovative insights for design and marketing strategies in the food sector.

[0023] The proposed approach to identifying the best ice cream packaging can be implemented in various situations and presents constructive variations that allow adaptations according to the objectives of the study. Furthermore, it is possible to list practical examples of companies that can use this type of approach.

[0024] The preferred method of implementing the approach involves: Dividing the study into three experimental blocks: block 1: familiarization, block 2: evaluation of the purchase decision, and block 3: testing the placebo effect. Data capture using eye-tracking: software such as Tobii Pro Lab is used to record visual fixations. And integrative data analysis: combining declarative data (choices and perceptions) and visual data (fixation count), using logistic regression to identify relationships between attention, perception, and purchase decision.

[0025] Regarding the constructive variables, the approach can be adapted to meet different objectives and contexts. Variation of formats: in addition to round and rectangular packaging, it is possible to include innovative formats, such as triangular, hexagonal, and other packaging, provided that the volume is standardized. Different product categories: the approach can be applied to packaging for different items, such as beverages, solid foods, or even non-food products. Petition 870250047716, dated 09 / 06 / 2025, page 13 / 16 10 / 12 as cosmetics. Target audience segmentation: it is possible to include variables such as income or geographic location to assess specific patterns of perception and decision-making, expanding the reach and applicability of the approach.

[0026] An example of implementation would be an applied study for an ice cream brand that wants to launch more attractive packaging for a young audience. In this case, the approach could be configured with packaging of different innovative and modern formats, analyzing how these factors influence attention and purchase intention in the target audience. And from this, launch a product to the market that is attractive to the consumer, increasing the probability of conversion into sales.

[0027] References

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[0029] Barbosa, AAL Effect of Packaging Design on Consumer Behavior: An Experimental Study Applying Eye-Tracking. 2021. 118 p. Thesis (Doctorate in Production Engineering) - Center for Technology and Geosciences, Federal University of Pernambuco, Recife, 2021.

[0030] Bastos, HC Analysis on Purchase Decisions Supported by Neuroscience Tools. 2020. 87 p. Dissertation (Master's in Production Engineering) - Center for Technology and Geosciences, Federal University of Pernambuco, Recife, 2020.

[0031] Bialkova, S., van Trijp, HC An efficient methodology for assessing attention to and effect of nutrition information displayed front-of-pack. Food Quality and Preference 22, 592-601.2011.

[0032] Burgos-Campero, AA; Vargas-Hernández, JG Analytical approach to neuromarketing as a business strategy. Procedia-Social and Behavioral Sciences, v. 99, p. 517-525, 2013. Petition 870250047716, dated 09 / 06 / 2025, page 14 / 16 11 / 12

[0033] Cardoso, L. et al. Accessing neuromarketing scientific performance: research gaps and emerging topics. Behavioral Sciences, vol. 12, no. 2, p. 55, 2022.

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[0035] Chaudhuri, A.; Aboulnasr, K.; Ligas, M. Emotional responses on initial exposure to a hedonic or utilitarian description of a radical innovation. Journal of Marketing Theory and Practice, v. 18, n. 4, p. 339-359, 2010.

[0036] Connelly, L. Logistic regression. Medsurg Nursing, v. 29, n. 5, p. 353-354, 2020.

[0037] Da Rosa, V. M.; Spence, C.; Tonetto, L.M. Influences of visual attributes of food packaging on consumer preference and associations with taste and healthiness. International Journal of Consumer Studies, v. 43, n. 2, p. 210-217, 2019.

[0038] Enax, L.; Weber, B. Marketing placebo effects-from behavioral effects to behavior change?. Journal of agricultural &food industrial organization, v. 13, n. 1, p. 15-31, 2015.

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[0040] Goldstein, Robin S. Half-blind tasting: A deception-free method for sizing placebo and nocebo responses to price and packaging attributes. Journal of Wine Economics, v. 14, n. 3, p. 321-331, 2019.

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Claims

1 / 2 CLAIMS 1. “APPROACH FOR EVALUATING THE PLACEBO EFFECT ON QUANTITY PERCEPTION IN ICE CREAM PACKAGING USING EYETRACKING”, characterized by an experimental design that combines eye-tracking data and consumer statements, in which the packaging is presented in different formats with the same volume, allowing the identification of the format that is most attractive, induces the greatest perception of volume and purchase intention, with the use of representative images and clear instructions for the participants.

2. “APPROACH FOR EVALUATING THE PLACEBO EFFECT ON QUANTITY PERCEPTION IN ICE CREAM PACKAGING USING EYETRACKING”, according to claim number 1, characterized by including at least three blocks of packaging presentations, where each block contains variations in format, allowing comparison between these different packaging formats, with repetitions ensuring participant attention to the packaging, and the instructions presented to participants are adapted for each block, with the aim of making clear the understanding of the tasks to be performed during the experiment.

3. “APPROACH FOR EVALUATING THE PLACEBO EFFECT ON QUANTITY PERCEPTION IN ICE CREAM PACKAGING USING EYETRACKING”, according to claim number 1, characterized by using a neuroscience tool, Eye-tracking, which makes it possible to capture unconscious consumer responses and record in real time the participants' attention to the presented packaging, allowing quantitative analysis of consumer preferences and the correlation between visual attention and the perception of packaging volume. Petition 870240110489, dated 12 / 27 / 2024, page 17 / 23 2 / 2 4. “APPROACH FOR EVALUATING THE PLACEBO EFFECT ON QUANTITY PERCEPTION IN ICE CREAM PACKAGING USING EYETRACKING”, according to claim number 1, characterized by using an advanced statistical analysis technique, such as logistic regression, which, in addition to indicating whether there is a relationship between attention, perception of greater quantity and purchase intention of consumers, informs the probability ratio of this event occurring, giving more robustness to the model and allowing the delivery of practical results, such as the most effective packaging for ice cream packaging, for companies and researchers and neuromarketing professionals. Petition 870240110489, dated 12 / 27 / 2024, pp. 18 / 23

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