Abstract The decision-making process involved in food selection and consumption behaviors is confounded by mental integration of information, experiences, and emotions associated with the product (stimulus). The complex and fleeting but temporal nature of product-generated (PG) or product-associated (PA) emotions makes affectual experiences difficult to measure and interpret. This project aims to characterize the relationship between PA, and PG, emotions and consumer acceptability and purchase intent towards milk packaging. Participants (age: 18–65 years; n = 50; milk consumers) performed Single Target Implicit Association Tests (ST-IAT) to capture PA emotions for various types of milk packaging (n=6; translucent high density polyethylene (HDPE), white HDPE, yellow HDPE, white polyethyleneteraphthalate (PET), paperboard, glass). Participants then interacted with individual packages for 30 seconds and their facial expressions were analyzed using automated facial expression analysis (AFEA) for implicit PG emotions. Explicit PG emotional response was assessed using a Check-All-That-Apply (CATA) questionnaire (43 emotional terms). ST-IAT did not identify significant PA emotions for packaged milk, but CATA data produced a reasonable description of approach/withdrawal motivation related to packaging pigmentation. Time series analysis of AFEA data provided evidence of significant differences in emotion intensity. The lack of difference between certain expressed emotions (e.g., happy and disgust) that maintain no related action units (AUs) indicate that AFEA software’s output may not be identifying AUs and determining emotion-based inferences in agreement with FACS. Ultimately, both PA and PG emotions are valuable for informing packaging, food, and dairy industries towards consumer products via their packaging.

中文翻译：

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表征消费者对牛奶包装的情感反应 指导包装材料选择

摘要 涉及食品选择和消费行为的决策过程被与产品（刺激）相关的信息、经验和情感的心理整合所混淆。产品生成 (PG) 或产品相关 (PA) 情绪的复杂、短暂但时间性质使情感体验难以衡量和解释。该项目旨在表征 PA 和 PG、情感和消费者对牛奶包装的接受度和购买意愿之间的关系。参与者（年龄：18-65 岁；n = 50；牛奶消费者）进行了单目标隐式关联测试 (ST-IAT)，以捕捉各种牛奶包装类型的 PA 情绪（n = 6；半透明高密度聚乙烯 (HDPE)，白色 HDPE、黄色 HDPE、白色聚对苯二甲酸乙二醇酯 (PET)、纸板、玻璃）。然后，参与者与单个包裹进行 30 秒的互动，并使用自动面部表情分析 (AFEA) 分析他们的面部表情以获取隐含的 PG 情绪。使用 Check-All-That-Apply (CATA) 问卷（43 个情绪术语）评估显性 PG 情绪反应。ST-IAT 没有确定包装牛奶的显着 PA 情绪，但 CATA 数据产生了与包装色素沉着相关的接近/退出动机的合理描述。AFEA 数据的时间序列分析提供了情绪强度显着差异的证据。某些不保持相关动作单元 (AU) 的表达情绪（例如，高兴和厌恶）之间没有差异，这表明 AFEA 软件的输出可能无法识别 AU 并确定与 FACS 一致的基于情绪的推理。最终，