Clemson University

TigerPrints
All Theses Theses

5-2013

THE EFFECT OF PACKAGING MATERIAL

PROPERTIES ON CONSUMER FOOD
QUALITY PERCEPTION IN QUICK-
SERVICE RESTAURANTS
Emily Thackston
Clemson University, ethacks@clemson.edu

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Thackston, Emily, "THE EFFECT OF PACKAGING MATERIAL PROPERTIES ON CONSUMER FOOD QUALITY
PERCEPTION IN QUICK-SERVICE RESTAURANTS" (2013). All Theses. 1673.
https://tigerprints.clemson.edu/all_theses/1673

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THE EFFECT OF PACKAGING MATERIAL PROPERTIES ON CONSUMER
FOOD QUALITY PERCEPTION IN QUICK-SERVICE RESTAURANTS

A Thesis
Presented to
the Graduate School of
Clemson University

In Partial Fulfillment
of the Requirements for the Degree
Master of Science
Packaging Science

by
Emily Kate Thackston
May 2013

Accepted by:
Dr. R. Andrew Hurley, Committee Chair
Dr. Charles E. Tonkin
Dr. Kay D. Cooksey
 ABSTRACT

The majority of menu items available in quick-service restaurants (QSR)

are consumed directly from a container or package. The main reasons

consumers choose to eat fast food are because it is convenient, prepared

quickly, a good value, and inexpensive. Therefore, the packaging becomes an

integral part of the food product and from a consumer perspective must be

consistent with their expectations and motives for choosing to eat fast food. Prior

research has directly linked characteristics of consumer food packaging

experience to their perception of its contents. The purpose of this research is to

determine if consumer quality perception of food products in quick-service

restaurants varies depending on the material properties of the packaging in which

the food product is presented. All materials were tested in a realistic QSR

environment. The commonly used foodservice packaging styles and materials

selected for testing included: a 14-pt paperboard clamshell, an expanded

polystyrene (EPS) clamshell, an F-flute (micro-flute) corrugated clamshell, and a

paper wrap. Sensory, functionality, and credence attributes were evaluated by

participants. Preference and ranking response data was also collected. A self-

administered computerized questionnaire, which was developed from the

literature review, was used to measure participant response.

Findings from the research indicate that while the sensory attribute ratings

did not differ significantly, respondents had significant preference for certain

ii
materials based on functionality and credence attributes, and perceived certain

materials as more suitable for certain food products. Understanding what

attributes are important to consumers in foodservice packaging enables the

foodservice packaging providers and companies in the QSR industry to

manipulate those attributes which are most beneficial for enhancing consumers

perceived quality, while also improving consumers overall experience.

iii
 ACKNOWLEDGMENTS

I would like to thank my advisor, Dr. Andrew Hurley, and the members of my

thesis committee, Dr. Chip Tonkin and Dr. Kay Cooksey, for their guidance and

support throughout this project.

Thank you to Joe Turner, Kelly Durham, and all employees of First Sun

Management Corporation. This project would not have been possible without

your generous support and encouragement.

A special thank you to the current and past graduate students who have always

been supportive and assisted me with my research: Rachel Randall, Daniel

Hutcherson, Erin Snyder, Andrew Ouzts, Josh Galvarino, Joanna Fischer, Toni

Gomes, Andy Pham, Wilson Sansbury, Julianne Holmes, Nathan Bailey, and

Gabrielle Conlon.

I would like to thank Harris A. Smith, Sonoco, Esko, and all other industry

members of the Sonoco Institute of Packaging Design and Graphics for their

support and donations.

iv
 TABLE OF CONTENTS

Page

TITLE PAGE ....................................................................................................... i

ABSTRACT ......................................................................................................... ii

ACKNOWLEDGMENTS..................................................................................... iv

LIST OF TABLES .............................................................................................. vii

LIST OF FIGURES ........................................................................................... viii

CHAPTER

I. INTRODUCTION ............................................................................... 1

Quick-Service Restaurant Industry ............................................... 1

Foodservice Packaging ................................................................ 2
Consumer Experience .................................................................. 3
Prior Research.............................................................................. 4
Research in QSR Context ............................................................ 5

II. REVIEW OF LITERATURE ............................................................... 7

The Quick-Service Restaurant Industry ........................................ 7

Food Packaging.......................................................................... 10
Single-Use Foodservice Packaging............................................ 15
The Quick-Service Restaurant Industry Today ........................... 21
Consumer-Oriented Food Quality ............................................... 27
Quality in the Foodservice Industry ............................................ 29
Sensory Evaluation..................................................................... 31
The Effect of Food Packaging on Contents ................................ 37

III. PILOT STUDY ................................................................................. 43

Methods and Materials ............................................................... 43

Results, Discussion, & Application ............................................. 55

v
Table of Contents (Continued)

Page

IV. MATERIALS AND METHODS ......................................................... 64

Objectives ................................................................................... 64
Location ...................................................................................... 64
Participants ................................................................................. 65
Experimental Design .................................................................. 68

V. RESULTS AND DISCUSSION ......................................................... 78

Sensory Attributes ...................................................................... 78

Functionality Attributes ............................................................... 84
Credence Attributes .................................................................... 94
Preference and Ranking ........................................................... 104

VI. CONCLUSIONS ............................................................................. 108

VII. RECOMMENDATIONS .................................................................. 110

APPENDICES ................................................................................................ 111

A: Background Research and Information ......................................... 112

B: Pilot Study Results ......................................................................... 116
C: Pilot Study Data and Statistical Analysis ....................................... 121
D: Full Scale Study Data and Statistical Analysis ............................... 150
E: Surveys and Questionnaires .......................................................... 175

REFERENCES ............................................................................................... 193

vi
 LIST OF TABLES

Table Page

1 Descriptors used on the Food Action Rating Scale (FACT) ............ 34

2 Pilot study containers ....................................................................... 50

3 Open-ended survey questions from pilot study................................ 59

4 Open-ended survey question from full scale study .......................... 66

5 Preference Selection ...................................................................... 105

6 Preference Chi-square ................................................................... 105

7 Burger Preference Selection .......................................................... 106

8 Burger Chi-square.......................................................................... 106

9 Chicken Preference Selection ........................................................ 106

10 Chicken Chi-square ....................................................................... 106

11 Rank Borda Count ......................................................................... 107

12 Rank Mean Rating ......................................................................... 107

vii
 LIST OF FIGURES

Figure Page

1 An assembly line of workers in a quick-service restaurant ................ 8

2 Examples of single-use foodservice packaging ............................... 16

3 QSR menu with nutrition information displayed beside

food items ................................................................................... 23

4 Quiznos "Eat Toasty, Be Green" campaign included all

biodegradable food packaging ................................................... 25

5 Packaging waste in the fast food industry........................................ 26

6 Three stage model of perceived quality ........................................... 28

7 Model of food quality factors in different contexts ............................ 30

8 CU-café staged restaurant environment used for pilot study ........... 45

9 Black tray used to present containers. ............................................. 47

10 CU-café floor plan and table layout.................................................. 48

11 McDonaldʼs single cheeseburger, food product used for

pilot study ................................................................................... 51

12 Pie charts of survey Section 2 results .............................................. 56

13 Chart of participant responses indicating how much they would pay

for each sample .......................................................................... 57

14 Pie chart of survey Section 3 survey results .................................... 58

15 Pie chart of survey Section 1 survey results .................................... 67

16 Four containers selected for full scale study .................................... 69

viii
List of Figures (Continued)

Figure Page

17 The food product used for testing Wendyʼs Homestyle Chicken

Sandwich and Single 1/4 lb. Hamburger .................................... 70

18 Sensory booth set-up inside the testing environment ...................... 75

19 Mean ratings for sensory attribute Flavor ........................................ 78

20 Mean ratings for sensory attribute Texture ...................................... 80

21 Mean ratings for sensory attribute Overall Liking............................. 81

22 Mean ratings for sensory attribute Acceptance................................ 83

23 Mean ratings for functionality attribute “Protects Product” ............... 85

24 Mean ratings for functionality attribute “Easy to Open” .................... 87

25 Mean ratings for functionality attribute “Contains Product” .............. 88

26 Mean ratings for functionality attribute “Keeps Product

Warm” ......................................................................................... 90

27 Mean ratings for functionality attribute “Easy to Carry” .................... 92

28 Mean ratings for credence attribute Natural ..................................... 94

29 Mean ratings for credence attribute Environmentally

Friendly ....................................................................................... 96

30 Mean ratings for credence attribute Modern .................................... 99

31 Mean ratings for credence attribute Neat....................................... 100

32 Mean ratings for credence attribute Premium ................................ 102

33 Chart displaying percentages for how often each container was

selected .................................................................................... 104

ix
List of Figures (Continued)

Figure Page

34 Chart displaying how often each container was selected in each of

the conditions ........................................................................... 105

x
 CHAPTER ONE

INTRODUCTION

Quick-Service Restaurant Industry

The quick-service or fast food restaurant industry in the United States

currently includes over 200,000 restaurant locations with a combined annual

revenue of approximately $191 billion (Marketline Industry Profile, 2011). These

quick-service restaurants (QSRs) are characterized by providing full meals

quickly, at an affordable price, and with no table service. According to consumers

the main reasons they choose to eat fast food are because it is convenient,

prepared quickly, a good value, and inexpensive (Technomic Consumer Trend

Report, 2009). From a consumer perspective, the packaging used by QSRs must

be consistent with these expectations and positively impact the overall product

experience.

In general, in the food packaging, industry there is a strong movement

towards improving consumer convenience; increasingly foods are available in

packages from which they can be directly consumed. QSRs offer a wide variety

of foods on their menu and nearly all of the menu items are eaten “on-the-go”,

meaning they do not require the use of cutlery and can be eaten with hands.

Consequently, the majority of food products in QSRs are consumed directly from

a container or package. In the QSR, industry this type of packaging is known as

single-use or disposable foodservice packaging.

1
Foodservice Packaging

Packaging on products is primarily used to protect and preserve, however

it can also provide a valuable marketing tools to the producer (Meyers & Lubliner,

1998). Food product packaging can be a factor in consumer decision-making,

because it enables consumers to make assumptions about how the product

tastes. In some cases in addition to shaping taste expectations, the packaging

can even affect subsequent product experiences (Cardello, 1994; Schifferstein,

Kole, & Mojet, 1999). The packaging chosen for food products often

communicates a message to consumers, which makes choosing an appropriate

packaging material critical for companies in the QSR industry.

Materials commonly used to package fast food products include: paper,

paperboard, plastic, foil, and cardboard (Foodservice Packaging Institute, 2007).

Consumers tend to prefer certain materials with products, partially because they

are perceived to be appropriate for the distinct product (Raudenbush, Meyer,

Eppich, Corley, & Petterson, 2002). In addition to material the packaging

containers often vary in regard to size, shape, and appearance. Sandwich

category products available at QSRs primarily use a clamshell package, two

hinged halves of a shell that can be opened and closed by the consumer, or a

wrap style package, which is a flat sheet that is folded around the food product

after it is prepared (http://www.businessdictionary.com/). Understanding the

qualities conveyed to consumers by various styles of packaging could ultimately

2
be used in the new product development process and to help improve consumers

overall experience in QSRs.

Consumer Experience

Consumers overall experience in the QSR setting is defined by many

factors. The perception of food quality is considered the main component of the

experience, because it is necessary to satisfy the needs and expectations of the

consumer (Peri, 2006). Packaging is an example of an extrinsic component of

food quality. The containers in which foods are packaged and consumed from

can influence the perception of their related sensory qualities and even the

overall consumption experience (Piqueras-Fiszman, Harrar, & Spence, 2012).

Measuring consumer food quality perception is a complex task and often varies

depending on setting or context.

Quality is considered multidimensional in nature, meaning it cannot be

measured using one dimension, but must be evaluated using many dimensions

(Meiselman 2001). Many techniques exist to measure quality perception,

however most view quality as a product attribute and approach it from a single

dimension. In order to fully understand how packaging used in QSRs can

influence food quality perception a combination of sensory testing and product

evaluation techniques is necessary.

3
Prior Research

Food packaging characteristics such as shape, color, and material are

useful to convey a message to the consumer; however, they are not directly

related to the taste of the food product. The prior research presented in the

review of literature suggests that consumers use symbolic information

represented by these packaging characteristics (shape, color and material) to

draw assumptions about the packages contents. Research has shown this

concept holds true even when the product attributes being evaluated are

completely unrelated to packaging appearance. The process consumers use to

draw assumptions about packaging contents is not considered a deliberate

process, but rather an innate process. Consumers draw on understood notions in

which impressions derived from one source, such as packaging attributes, form

expectations for subsequent product impressions such as product taste (Huber &

McCann, 1982; Pinson, 1986; Becker, Van Rompay, Schifferstein, & Galetzka

2011).

The current body of research concerning the effects food packaging has

on the perception of its contents primarily involves retail food, meaning all food,

other than restaurant food, that is purchased by consumers and consumed

elsewhere (http://smallbusiness.chron.com/). Brown (1958) demonstrated how

the sound and feel of different wrapper materials impact perception of bread

freshness, the most intense product freshness being perceived with cellophane.

4
Krishna and Morrin (2008) determined that the material properties of a cup could

modify the perceived quality of the water consumed from it. Schifferstein (2009)

established that drink sweetness and liking could be impacted by cup material.

McDaniel and Baker (1977) discovered that the ease with which a bag of potato

chips opened was directly linked to the perceived taste of its content; the difficult-

to-open bags were viewed to contain better quality chips. Becker, van Rompay,

Schifferstein, and Galetzka (2011) directly linked characteristics of consumers

packaging experience to the perception of its contents.

Research In QSR Context

In an environment such as a restaurant or other food service outlet, a

variety of environmental factors may have a greater impact on the consumerʼs

perception of food quality than the inherent traits of the food (Pierson, Reeve, &

Creed, 1995). This research methodology combines several existing quality

perception models as well as past marketing research involving product

perception. Using this type of multidisciplinary approach takes the product, the

consumer, and the situation into consideration, and in the end provides a better

prediction of quality (Meiselman, 2001). By examining the food products using

intrinsic and extrinsic quality cues combined with experience and credence

quality attributes the consumers quality perception of a product is more

thoroughly represented (Oude Ophuis & van Trijp, 1995).

5
 As it is formulated the goal of this research is to determine how a food

container can effect the consumers quality perception of its contents in quick-

service restaurants. This is done by analyzing how different containers are

identified based on certain attributes and by evaluating the effect of each

container has on the experience of consuming a food product. A pilot study was

completed prior to the experiment to determine the attributes used to define the

experience and credence qualities. All data was collected using a computerized

self-administered survey instrument, which was developed from the present body

of literature related to this topic.

6
 CHAPTER TWO

REVIEW OF LITERATURE

The Quick-Service Restaurant Industry

In the last several decades, food consumption habits in the United States

have noticeably shifted, Americans now consume a greater percentage of their

total calories outside the home (Guthrie, Lin, & Frazao, 2002). The source of this

shift can be linked to numerous social changes; Americans now work longer

hours and an increasing amount of women work outside the home (Levenstein,

2003). For meals consumed outside the home Americans have turned to the

restaurant industry.

The restaurant industry consists of two main divisions: full-service

restaurants and quick-service restaurants (QSR), also known as fast food

restaurants. The most common type of fast food restaurant is a franchised chain.

Fast food restaurants are commonly associated with the restaurant industry,

because they use a similar food selling and consumption model. However, the

food production methods used in fast food more closely resemble the food

industry.

Fast food restaurants offer a limited number of items on their menu, which

are created from a defined list of raw materials much like the food industry.

These fast food menus normally include a combination of hamburgers, chicken,

sandwiches, pizza, Mexican dishes, breakfast foods, and snack or side items.

7
Menu items in fast food restaurants are created in store using an assembly line

procedure and are then sold to consumers in highly standardized single-use

packaging (Aarnio & Hämäläinen, 2008). In the QSR industry this type of

packaging is commonly called single-use or disposable foodservice packaging.

Figure 1 shows a typical assembly line in a QSR. The fast food industry uses the

food industryʼs efficient food production and packaging techniques to offer

consumers food products in a restaurant setting that are convenient, quick, and

inexpensive.

Figure 1. An assembly line of workers in a quick-service restaurant

8
History

The Quick-service restaurant industry has grown and expanded at an

incredible rate over the past century. Many people perceive fast food as a

modern concept, however it dates back to the early 1900s. The first QSR chain in

the United States, White Castle, was founded in Kansas in 1921. After WWII the

rise of the automobile industry lead to the development of many drive-in fast food

restaurants (Levenstein, 2003). In the 1940s-1950s many large chains were

founded including KFC, McDonaldʼs, Sonic, and Burger King. The 1960s brought

about a growth period in the fast food industry and several important chains were

founded including Wendyʼs and Subway.

Quick-Service restaurants in the United States were founded on the

principle of standardization; all restaurants visually looked the same, had the

same menus, and used the same operating procedures. In the 1990s many fast

food chains began franchising and expanding to international locations. Countries

outside of the United States often view fast food as an American concept and

some countries took time to adjust to the new style of restaurant (Smith, 2006).

Over the past century the fast food industry has been recognized for itʼs

aggressive advertising, novel food products, and stable expansion. In order to

stay relevant chains have constantly introduce new products and features such

as the drive-thru window, the value menu, and the kidsʼ meal. This innovative

9
forward thinking has contributed to the fast food industry becoming the powerful

multi-billion dollar industry it is today.

Food Packaging

Food packaging is the container in which the food product is packed to

ensure safe transfer to consumers (Robertson, 2006). The food packaging

container can be in direct contact or indirect contact with food product. Food

packaging holds, protects, preserves, and identifies the food product in addition

to facilitating handling and commercialization. There are three types of

packaging: primary packaging which is in direct contact with the product or

contents, secondary packaging which contains one or more primary packages

and serves to protect and identify the primary, and tertiary packaging also known

as transport packaging which offers protection for the primary and secondary

packaging while being transported. Each packaging layer contributes to the

overall process of product delivery from manufacturer to consumer (Capsule,

2008).

Packaging has become an integral part of food products (Ahmed, Ahmed,

& Salman, 2005). The basic functions of food packaging are to protect and

preserve the food product, make it easier to carry, display the product or

graphical representations of the product, and communicate a message to

consumers (Meyers & Lubliner, 1998). The marketing function of communicating

10
a message to the consumer has become increasingly important. Food packaging

is now considered an important component of the marketing process in the food

industry. McCarthy & Perreault developed the “marketing mix” or 4 ʻPsʼ of

marketing: price, product, promotion, and place (1996). Packaging affects all

segments of the marketing mix; packaging displays the price or indicates a price

range, it contains the product, provides messages about product attributes to

consumers, and can also present promotions (Meyers & Lubliner, 1998).

Food Safety

Consumer food products are used by a typical consumer three or more

times per day, which is more than any other product class. Consumers have a

right to assume that the food products they purchase and consume will be high

quality and safe. In addition to food processing technology, one reason the U.S.

food supply is so safe is because of advancements in food packaging (Marsh &

Bugusu, 2007). Effective food packaging ensures that products remain safe after

the food processing procedure is complete.

Packaging enables food products to then be transported from stores or

restaurants to various locations with no compromise in food quality. Peri (2006)

suggests that many of the legal requirements for safety and service are ʻʻimplicit

requirementsʼʼ because consumers expect them to exist. He goes on to say that

though food safety is assessable and therefore confirmable consumers still have

11
doubts about food safety within certain product categories. Hazard analysis and

critical control point (HACCP) is a federal food production, storage, and

distribution monitoring system for identification and control of associated health

hazards (http://www.businessdictionary.com/). Many states currently require

approved HACCP plans for restaurants.

Materials

Food packaging uses many different types of materials. Often several

materials are combined to create food packaging; this method normally exploits

each of the materialʼs functional or aesthetic characteristics (Marsh & Bugusu,

2007). How these two materials are combined helps to determine things like shelf

life, product protection, and the packages insulation properties. Finding the ideal

material or combination of materials helps to maintain product quality and

freshness during storage, distribution, and consumption (Fellows & Axtell, 2002).

Materials commonly used in food packaging include but are not limited to

the following (Marsh & Bugusu, 2007):

• Glass

• Metals (aluminum, foils, laminates, tinplate, and tin-free steel)

• Paper and paperboards

• Plastics

12
 There are several Food and Drug Administration (FDA) regulations

pertaining to the manufacturing of food packaging materials. In the FDA Federal

Food, Drug, and Cosmetic Act (FD&C Act) Chapter IV: Sec. 409, Sec. 348- Food

Additives the FDA requires that food packaging manufacturers notify FDA 120 d

prior to marketing a food contact substance (FCS) for a new use. The FDA

defines an FCS as “any substance intended for use as a component of materials

used in manufacturing, packing, packaging, transporting or holding of food if the

use is not intended to have a technical effect in such food”. These regulations are

put in place to protect consumers and ensure all packaged food products are

safe for consumption (Food and Drug Administration, 2006).

Trends in Food Packaging

The food package is the product delivery system for consumers, and the

package comes of great use in selling the product (Richmond, 2004). According

to Market Publishers report titled Food and Beverage Packaging Trends in the

U.S.: Consumer Viewpoints and Marketer Opportunities, “Packaging has

increasingly moved beyond basic functionality into value-added features that amp

up convenience, product quality and freshness, and eco-friendliness (2012).” The

report continues to discuss how consumer packaging trends such as quality,

convenience, sustainability, recyclables, and over-packaging impact food

13
packaging perception and why manufacturers and retailers should focus on these

trends to increase consumer satisfaction.

Over the past several decades food packaging has developed from itʼs

basic requirements to corresponding with consumer priorities (Market Publishers,

2012). Ideally, a food package protects the food product from damage and keeps

the product safe to consume for a certain amount of time. In addition to these

basic functions food packaging must also be in line with consumer trends

including: being visually appealing, environmentally friendly, portable, and

convenient (Euromonitor, 2004). It is very difficult to meet all the criteria to create

an ideal food package and manufacturers are rarely able to achieve this feat.

Manufacturers and companies who have managed to align themselves with

emerging consumer trends have benefited significantly (Market Publishers,

2012).

Food products are ultimately created for the consumer, their attitudes and

opinions play a key role in creating food packaging. The factors driving growth in

the food packaging market including, convenience, functionality and indulgence,

are consumer centered (Euromonitor, 2004). To remain competitive in the

dynamic packaged food environment, manufacturers and retailers must

understand what matters most to consumers and which packaging innovations

can deliver benefits that actually impact consumer buying practices.

14
 Food packaging holds an important place in the supply chain connecting

the food product to the consumer. Ahmed, Ahmed, & Salman (2005) explain how

packaging has become an integral part of all food products developed today. A

food productʼs packaging may be a driver of consumer decision making, because

it allows consumers to draw inferences about the product taste (Becker, Van

Rompay, Schifferstein, & Galetzka, 2011). This makes choosing the correct

packaging for food products increasingly important for brands.

Single-Use Foodservice Packaging

In the QSR industry the packaging used for food products is commonly

referred to single-use or disposable foodservice packaging. This type of

packaging has been around since 1904, when the paper plate was developed to

hold cakes in bakeries. In the 1960s McDonaldʼs began using single-use

foodservice products and since they have become a standard in the quick-

service restaurant industry. The majority of the single-use foodservice products

currently used are either made of paper including paper, paperboard, and molded

pulp or plastic including rigid polystyrene (PS), expanded polystyrene (EPS),

polypropylene (PP), polyethylene terephthalate (PET), and polylactic acid (PLA)

(Dorn, 2013). Several examples of common single-use foodservice packaging

products can be seen in Figure 2.

15
 Figure 2. Examples of single-use foodservice packaging

Regulations in QSRs

Single-use foodservice packaging is necessary in quick-service

restaurants to support sanitation, portability, and to help with costs associated

with reusable items. According to many health officials the benefits of single-use

foodservice packaging far outweigh any perceived environmental impact

(Foodservice Packaging Institute, 2007). By being used only once, this type of

packaging considerably reduces food contamination and the spread of

sicknesses. Single-use foodservice packaging is helpful in preventing the spread

of many foodborne illnesses. In the United States food borne illnesses from

bacteria and viruses cause approximately 48 million illnesses, 325,000

hospitalizations, and 3,000 deaths each year (USDA Food Safety and Inspection

Service, 2011).

The Food and Drug Administrationʼs Food Code highlights the sanitary

and health advantages of single-use foodservice packaging. In the FDA Food

16
Code 2009, Chapter 4 - Equipment, Utensils, and Linens subparts 4-102 and 4-

502 there are several sections pertaining to single-use foodservice packaging in

a QSR environment:

Single-Service and Single-Use 4-102.11 Characteristics.

Materials that are used to make single-service and single-use articles:

• (A) May not:

1. (1) Allow the migration of deleterious substances, or

2. (2) Impart colors, odors, or tastes to food; and

• (B) Shall be:

1. (1) Safe, and

2. (2) Clean.

4-502.12 Single-Service and Single-Use Articles, Required Use.

• A food establishment without facilities specified under Parts 4-6 and 4-

7 for cleaning and sanitizing kitchenware and tableware shall provide

only single-use kitchenware, single-service articles, and single-use

articles for use by food employees and single-service articles for use

by consumers.

The FDA also has regulations for where single-use products are to be

stored and how they are to be handled by workers in the restaurants. Consumers

17
often take the high level of food safety in the United States for granted and do not

understand the significance of the food and packaging technologies used today.

Benefits of Single-Use Foodservice Packaging

According to a report by the National Restaurant Association, Americans

spend nearly fifty percent of their food budget in restaurants. Single-use

foodservice packaging in QSRs has become an incredibly important part of the

modern fast-paced life. With less time for meal preparation at home, more people

are relying on the restaurant industry for meals. Single-use packaging allows

foodservice establishments to package meals in a sensible, safe and cost-

effective fashion, while providing customers an efficient and convenient way to

transport meals. The Foodservice Packaging Instituteʼs report on the benefits of

single-use packaging published in 2007 highlighted four advantages including:

sanitation, cost, worker safety, and convenience.

Features and Functions

The Foodservice Packaging Institute created the following list of questions

concerning features and functions of the packaging to help companies in the fast

food industry choose proper packaging for their food products (2007):

1. Whatʼs going in or on the packaging?

The item(s) require(s) that the packaging…

18
 a. Keeps hot items hot

b. Keeps cold items cold

c. Keeps frozen items frozen

d. Needs to be heated, re-heated or cooked in a microwave or

oven

e. Doesnʼt absorb grease/juice

f. Is leak resistant

g. Has a light or heavy weight/strength

2. What should the packaging look like? It…

a. Is a certain color

b. Is a certain shape

c. Is a certain size, i.e. single portion versus multi-serving

d. Has different compartments

e. Has a base and lid hinged together

f. Has a base and lid in two pieces

g. Has different dome or lid options for the same base

h. Needs to part of a family of packaging options

i. Is film-sealable or tamper-resistant

j. Has graphics or printing on it, such as a logo or special

design

19
 k. Has an area for labels, such as nutritional information or

heating instructions

3. What will you do with the packaged item?

a. Store it in a hot display case

b. Store it in a cold display case

c. Store it in a freezer case

d. Place it under a heat lamp or in a microwave or oven to

warm or cook it

e. Lid it

f. Stack it

g. Use with automated equipment

4. What will your customer do with the packaged item?

a. Heat or re-heat it in the microwave or oven

b. Freeze it

c. Open or close it several times

d. Cut and/or eat the items out of the packaging

e. Travel some distance before consuming the food/beverage

f. Use it to present foods

While the list presented by the Foodservice Packaging Institute is through

consumer perception of packaging and how this affects food quality judgments is

not taken into account.

20
The Quick-Service Restaurant Industry Today

While it continues to expand, the current fast food industry has

experienced a significant slowdown in growth due to a poor economy and

changing consumer preferences (Anthony, 2008; Samadi, 2010). The same basic

operating principle of standardization is still applied in the fast food industry,

however the food products offered are constantly changing and adapting to

consumer demands in the marketplace. There are seven main segments of the

QSR industry that have developed including: Burger, Sandwich, Snack, Mexican,

Pizza/pasta, Chicken, and Asian/Seafood (http://www.qsrmagazine.com/reports).

In all segments within any fast food chains franchise interior design, exterior

design, employee uniforms, and the visual appearance of the menu boards is

fairly consistent. The food packaging also tends to be similar in terms of material

and container style. As new food products are added to QSR menus and existing

products are altered, the need to understand consumer perception of these

products increases.

Controversial Issues

There are currently several controversial issues in the fast food industry,

which directly relate to the packaging, including the marketing techniques used,

and the food product nutrition. Marketing techniques aimed at children have been

21
called into question by several organizations. In their report, “Evaluating Fast

Food Nutrition and Marketing to Youth”, Harris, Scwartz, and Brownell reported

“fast food restaurants spend billions of dollars in marketing every year to increase

the number of times that customers visit their restaurants, encourage visits for

new eating occasions, and purchases of specific menu items (rarely the healthy

options), and create lifelong, loyal customers (2010).”

The health risks of fast food have also been brought to light, making

customers question their eating habits, and forcing fast food restaurants to create

healthier alternatives. Consumption of fast food has been linked to several

negative health complications, most commonly unhealthy diet that leads to an

increased risk for obesity (Saelens, Glanz, & Sallis, 2007). Solutions to the health

concerns that have been raised in fast food restaurants include smaller overall

portions, product nutrition information displayed on menu, and limiting the

amount of food that can be purchased per visit. Figure 3 shows a QSR menu

displaying nutrition information for food items and images of packaging for each

food item. All of these issues directly affect the packaging used in QSRs and

require that it be changed and optimized frequently in accordance with any

issues.

22
 Figure 3. QSR menu with nutrition information displayed beside food items

Environmental Concerns

In the fast food industry packaging sustainability is currently a highly

debated topic. According to the Sustainable Packaging Coalition sustainable

packaging (http://www.sustainablepackaging.org/):

• Is beneficial, safe & healthy for individuals and communities throughout

its life cycle

• Meets market criteria for both performance and cost

• Is sourced, manufactured, transported, and recycled using renewable

energy

• Optimizes the use of renewable or recycled source materials

23
 • Is manufactured using clean production technologies and best

practices

• Is made from materials healthy throughout the life cycle

• Is physically designed to optimize materials and energy

• Is effectively recovered and utilized in biological and/or industrial

closed loop cycles

The disposable, single-use packaging products used are an unfortunate

necessity in the QSR industry due to hygiene and convenience issues. Today,

there are a number of more sustainable packaging options available including

reusable alternatives, products with recycled content, and biodegradable choices

(Dorn, 2013).

Many reports emphasize the importance of the restaurant industry using

sustainable packaging materials. However, the cost associated with many of the

environment friendly materials is much higher than the materials currently being

used. Several fast food chains have attempted to implement sustainable

materials in packaging for a select number of menu items (Dogwood Alliance

Roadmap, 2010). An example of sustainable fast food packaging can be seen in

Figure 4. According to the Environmental Protection Agency in 2009, foodservice

packaging (paper and plastic material) discarded in the U.S. municipal solid

waste stream accounted 1.3 percent (by weight) of all U.S. municipal solid waste

(http://www.epa.gov/epawaste/nonhaz/municipal/). A litter composition study

24
 Figure 4. Quiznosʼ "Eat Toasty, Be Green" campaign included
sustainable packaging materials

conducted in 2009, by the Foodservice Packaging Institute, found that fast food

packaging makes up 5.3 percent of the entire U.S. litter stream.

Studies suggest that the theoretical recovery rate of packaging waste in

the fast food industry is around 93 percent, while the actual recovery rate is only

29 percent of the total amount of packaging each year; In order to improve this

recovery rate new waste management practices should be employed (Aarnio &

Hämäläinen, 2008). The Foodservice Packaging Institute suggests that the

biggest obstacles to recycling foodservice packaging items involve public health

concerns and excessive cost (2007). Foodservice packaging that has been used

is considered contaminated and much of it is unfit for recycling procedures, until it

has been cleaned and separated.

25
 Approximately 75 percent of packaging used at a typical fast food

restaurant is taken “to-go” and ends up in homes, workplaces, and public

locations, scattering the used packaging, which makes the recycling process

much more challenging. Despite the difficult recovery and recycling process for

foodservice packaging, recycled materials are increasingly being used in

foodservice packaging (Dorn, 2013). Finding a balance between consumer

expectations for sustainability while also achieving profit goals continues to be a

challenge in the fast food industry. Consumer quality perception of materials

used in packaging has become increasingly important as new sustainable

materials are explored. Figure 5 shows the waste generation cycle in the fast

food industry (T. Aarnio & A. Hamalainen, 2008).

Figure 5. Packaging waste generation in the fast food industry

(T. Aarnio & A. Hamalainen 2008)

26
Consumer-Oriented Food Quality

Food quality is a complex concept, over the years many definitions of

food quality have been proposed, deciding which definition to use varies

depending on the type of research (Meiselman, 2001). Peri (2006) proposed that

food quality is a set of consumer requirements such as safety, commodity,

nutritional, and sensory. Cardello (1995) stated, “Food quality is a psychological

construct. It is both perceptually based and evaluative. To be valid, food quality

must be judged by consumers of the product.”

Consumer-oriented food quality is considered a psychological concept,

founded on consumer perceptions and measured using a perceived quality

approach, similar to the technique used in market and consumer behavior

research (Grebitus, 2008). Consumer quality perception is formed from

conscious and unconscious evaluation of observed quality cues, which are

connected to relevant quality attributes. Context, experience, and situational

variables must also be taken into consideration, as they vary among consumers

(Cardello, 1995). A quality cue is defined as “any informational stimulus, which is,

according to the consumer, related to the products quality, and can be

ascertained by him/her via the senses before purchase” (Grebitus, 2008).

Steenkamp (1989) developed a model of the quality perception process

based on quality cues. Steenkampʼs model can be viewed in Figure 6. The model

contains two distinct categories of quality cues, extrinsic and intrinsic (Olson,

27
1972). Intrinsic quality cues express the physical composition of the product for

example, flavor, color, and texture. Intrinsic quality attributes are consumed as

the food product is consumed (Zeithaml, 1988). Extrinsic quality cues such as

price, store, and brand name refer to the product but are not physically part of the

product. An extrinsic quality cue can be altered and will not directly affect the

food product.

Figure 6. Three stage model of perceived quality

(Steenkamp, 1989)

Intrinsic and extrinsic quality cues are then used to form assessments of

quality attributes (Steenkamp, 1989). Experience and credence quality attributes

are the two typical categories of quality attributes. Experience quality attributes

28
are directly experienced when the product is consumed including sensory

characteristics including freshness, texture, and convenience. While credence

quality attributes, such as healthiness, naturalness, and neatness, cannot be

directly experienced. Oude Ophuis & van Trijp (1995) proposed that credence

quality attributes are highly abstract in nature and cannot truly be experienced.

Consumers overall quality perception evaluation proposed to be based on

impressions of the product with regard to the quality attributes (Oude Ophuis &

Van Trijp, 1995).

Product experience is defined as “a change in core affect that is attributed

to human-product interaction (Desmet & Hekkert, 2007).” The relationship

between quality perception (before consumption) and quality experience (after

consumption) is generally considered a method to understand product

satisfaction, and consequently the likelihood of a consumer repurchasing the

product (Mittal & Kamakura, 2001).

Quality in the Foodservice Industry

Current methods used to assess the consumers perceived quality of food

products tend to focus solely on the food, by strictly using sensory measurement

techniques these methods do not consider other contributing factors. In a

detailed context such as a restaurant or foodservice outlet it is important to

consider many elements outside of the intrinsic food properties that may have a

29
greater influence on the consumer perception of food quality (Pierson, Reeve, &

Creed, 1995). Figure 7 presents a model developed by Pierson, Reeve, & Creed,

(1995) illustrating the factors taken into consideration by consumers when

evaluating quality in different contexts including raw and manufactured food

products.

Figure 7. Model of food quality factors in different contexts

(Pierson, Reeve, & Creed, 1995)

30
 Meiselman (2002) suggested that there are at least four main concurrent

contextual effects that may alter the perception of food products during

consumption including: “the product functions as a meal component, social

inderation during food consumption, the environment in which food is selected

and consumed, and food choice freedom.” Each of these effects should be taken

into account in research involving food product consumption.

Sensory Evaluation

Sensory evaluation is defined as “A scientific discipline used to evoke,

measure, analyze and interpret those responses to products that are perceived

by the senses of sight, smell, touch, taste and hearing (Stone & Sidel, 1993).” In

food sensory evaluation the respondent groups are called panels. These panels

taste specific food samples under controlled conditions and evaluate the samples

in different ways depending on the particular type of sensory test being used.

Participants in sensory evaluation panels can be classified as consumers,

panelists, or experts. Lawless & Heymann (1998) defined an Expert as “an

individual acknowledged or self-ordained to act as a judge of sensory attributes,

defects, or overall product quality based on experience and/or training. Generally

not used in sensory evaluation tests”. They defined a Panelist as “generally, a

participant in a sensory evaluation.” While Lawless & Heymann do not directly

31
define consumer participants they mention that consumer evaluation can be

useful for many purposes (1998).

There are three common classes of sensory evaluation tests, each class

(Lawless & Heymann, 2010; Gengler, 2009):

1. Discrimination tests (difference tests) are designed to determine whether

there is a difference between products. Samples size should be 30+ or 15

with a replicate.

2. Descriptive tests are intended to determine the extent of difference in

specific sensory characteristics. Samples size should be 8 -12, with a

replicate.

3. Affective tests (acceptance/preference tests) are used to determine how

well the products are liked or which products are preferred. Sample size

should be from 30-100+.

Analytical vs. Hedonic

The three common types of sensory tests are categorized as either

analytical or hedonic. Discrimination and descriptive sensory tests are identified

as analytical because they are used to detect product differences or

characteristics. When a test is classified as analytical, participant sensory

sharpness is critical. Participants in analytical tests are generally expected to be

more sensitive to variances in food products than average consumers.

32
 Affective tests are classified as hedonic tests, which are used to explore

consumer preference or liking of a product. In general hedonic tests are

subjective and do not require participants to possess a high level of sensory

acuteness. However, the industry is becoming more formal and quantitative when

it comes to hedonic style testing (Stone & Sidel, 2004).

Measuring Product Acceptance

Affective tests are a common type of sensory evaluation used to measure

consumer response to and acceptance of products. These tests can be used for

a variety of reasons, which include: product improvement, new product

development, support of product advertising claims, and product market

evaluation (Gengler, 2009). Depending on the purpose of the research being

conducted affective tests can be qualitative or quantitative. The sample of

respondents used must be representative of the target market population of

consumers who will purchase the product. The group of respondents can consist

of trained or untrained testers. However, for most affective tests since overall

acceptance is being measured an untrained panel is appropriate. ʻʻ...as with any

untrained panel, beyond the overall acceptance judgment there is no assurance

that the responses are reliable or valid” (Stone & Sidel, 1993).

Several methods have been proposed to measure food product

acceptance. The most common measured used is a scale of liking, such as the

33
9-point hedonic scale, varying from dislike extremely to like extremely (Peryam

and Pilgrim 1957). Schutz (1965) developed the Food Action Rating Scale

(FACT) for measuring overall food acceptance. The FACT scale has been used

to effectively test food products as well as market-research product tests,

descriptors used for the scale can be seen in Table 1.

Table 1

Descriptors used on the Food Action Rating Scale (FACT)

(Schutz, 1965)

I would eat this food every opportunity I had.

I would eat this very often.
I would frequently eat this.
I like this and would eat it now and then.
I would eat this if available but would not go out of my way.
I do not like it but would eat it on occasion.
I would hardly ever eat this.
I would eat this only if there were no other food choices.
I would eat this only if I were forced to.

Researchers must be comprehensive when developing a questionnaire or

survey to evaluate food product acceptance because this can ultimately effect

they quality of the data collected. “There is a complicated relationship among the

survey question as it appears in the questionnaire, the rules the correspondent is

34
trained to follow, the cognitive processing of the participants…and the quality of

the resulting data” (Schaeffer & Presser, 2003).

Sensory Evaluation in Marketing Research

Marketing research is defined as “the link with the consumer, providing

information that assists companies to carry out marketing to monitor that

marketplace” (Meiselman, 1994). Carpenter, Lyon, & Hasdell (2000) proposed

that preference and acceptability sensory tests, which measure product liking or

acceptance, lie on the fringe between sensory analysis and consumer research

or marketing research. In many organizations sensory evaluation provides valid

and reliable information about the perceived sensory properties of products to the

marketing department, which they in turn use to modify products. The growing

relationship between sensory evaluation and market research has been

established and plays an important role in food product development.

Many food scientists and researchers support the idea of a

multidisciplinary approach to developing new food products. Meiselman (1994)

conveys his desires for a new science of human eating behavior founded on the

strengths of sensory research, market research, and food choice research.

Due to shifting consumer trends a greater demand for value added food

products has developed, food companies are increasing product research and

new product development to meet this need. One key element of research done

35
to understand consumer trends is the setting or context of an experiment.

Meiselman (2001) suggests that “actual judgment of quality takes place at the

eating. Therefore, more studies of quality should take place where the food is

consumed… context should be considered more in studies of food acceptance

and food habits as well.”

Jaeger (2006) in her article titled, “Non-Sensory Factors in Sensory

Science Research” suggests three principles consumer food product research

should be based on to properly evaluate the relationship:

1. Multi-method and interdisciplinary approaches are needed to

research peoples relationships with food

2. Using tools and techniques that are tailored to food- related

research

3. Not taking account of context threatens the validity of food-related

research.

Food quality should not be regarded as simply a sensory experience

(Pierson, Reeve, & Creed, 1995; Meiselman, 1994). Kramer and Twigg (1970)

present a wide range of factors that impact the food industry, and explain how

these factors vary between individuals. In the foodservice context, quick-service

restaurant offers a specific service to consumers and research is necessary in

36
food quality improvement areas. Food product packaging is just one factor that

should be taken into account in order to understand consumer behavior and

perception of food products in the quick-service setting.

The Effect of Food Packaging on Contents

Properties

Food packaging properties include its shape, color, material, weight, and

size. Each of these packaging properties can communicate different ideas to

consumers. While the packaging properties are not directly linked to the taste of

the food product they can represent a certain attribute or characteristic to

consumers. The attribute expressed can then cause the consumer to draw

assumptions or have expectations about the content of the package simply from

viewing itʼs packaging.

According to several past studies consumers draw on understood notions

in which impressions derived from one source, such as food packaging attributes,

can form expectations for subsequent product impressions, such as food product

taste (Huber & McCann, 1982; Pinson, 1986; Becker, Rompay, & Schifferstein,

2011). This body of research suggests that if the effect certain food packaging

properties have on their contents can be understood from research then

packaging can be created that better meets consumerʼs needs and preferences.

37
Prior Research

Food packaging conveys favorable or unfavorable implied meaning about

the product it contains (Ampuero & Vila, 2006). Consumers envision aspects of

how a product is going to look, taste, feel, smell, and sound as they are viewing

the package or a graphic on the packaging without ever seeing the food product

(Underwood, 2001). Becker, van Rompay, Schifferstein, and Galetzka (2011)

were able to directly link characteristics of consumers packaging experience to

the perception of its contents. Prior research done in this area has predominantly

focused on retail food product packaging, tableware, cutlery, bottles, and cups

involving properties such as color, shape, size, and material.

Cutlery and Tableware

Cutlery and tableware products are made from many different types of

materials and come in various shapes, sizes, and colors. Laughlin, Conreen,

Witchel, & Miodownik (2011) investigated if spoons made of different metals had

distinctively different taste. They tested seven different metal materials including:

gold silver, zinc, copper, tin, chrome and stainless steel. Participants wore

blindfolds making them unable to see any visual difference between the spoons.

Physically all of the spoons used had identical size, shape and weight. The

metric measured was metallic taste sensation given off by the spoons. Results

revealed that spoons plated with different metals had a noticeably different taste.

38
The spoons composed of gold and chrome were evaluated as least metallic,

bitter, and strong tasting of all the spoons. The zinc and copper spoons were

evaluated as having the most metallic, bitter, and strongest taste overall.

Piqueras-Fiszman, Laughlin, Miodownik, & Spence (2012) examined the

transfer of taste from metal spoons further by evaluating food consumed from the

spoons. Each spoon was had been plated with one of four different metals: gold,

copper, zinc, or stainless steel. Visual appearance was hidden from consumers

with a blindfold and physical size, shape, and weight of all four spoons was

identical. Participants in the study had to evaluate sweet, sour, bitter, salty, or

plain cream samples. Similar to the Laughlin, Conreen, Witchel, & Miodownik

(2011) findings, the results showed that zinc and copper spoons increased each

creamʼs dominant taste rating, and gave a somewhat metallic and bitter taste to

the food. Another study done in 2012 by Piqueras-Fiszman & Spence determined

that food was assessed as significantly more pleasant, and rated higher quality,

when sampled from a heavier metallic spoon rather than a plastic spoon, which

looked metallic. The weight and material properties of the spoons varied in this

study, meaning the contributions of each factor to the overall perception of the

food eaten from them could not be separated.

A study involving tableware by Harrar, Piqueras-Fiszman, and Spence

(2011) evaluated the effect bowl color has on its contents. Participants sampled

sweet or salty popcorn from the four different color bowls (white, blue, green, and

39
red). The results showed that participants rated salty popcorn as tasting sweeter

when taken from a blue or red bowl. When tasted from the blue bowl the sweet

popcorn was rated as tasting saltier.

Cups

A large amount if research has been conducted on the perceived effects of

serving beverages in various types of cups. Raudenbush & Meyer (2002) found

that certain materials are perceived by consumers to be more appropriate for

consuming specific beverages. In this study three beverages: orange juice, hot

chocolate, and beer were served in three types of containers a glass, a cup, and

a bottle. Response data collected indicated that the three beverages were rated

as more pleasant overall when consumed from containers commonly used for

that beverage. A study done by Krishna and Morrin (2008) found that the material

properties of a cup could modify the perceived quality of the beverage consumed

from it. Their results suggested that touching a flimsy cup decreased the

perceived quality of the water served in the cup for some participants and when

those participants were not able to touch or hold the cup the perceived quality of

the water samples was rated higher.

Schifferstein (2009) found that respondentsʼ ratings of various attributes of

beverages including tea and soft drinks varied depending on the type of cup

used. A combination of durable and disposable cup containers were presented to

40
each participant containing either tea or a soft drink. The containers were then

rated based on sensory, experience, and suitability attributes. Particularly the

results showed that beverage sensory ratings varied depending on the container

material and that certain materials are understood to be more appropriate for

specific beverages, which is consistent with the findings of Raudenbush & Meyer

(2002).

Retail Food Product Packaging

A retail food product is defined as all food, other than restaurant food, that

is purchased by consumers and consumed elsewhere (http://smallbusiness.chr

on.com/). Several types of retail food product packaging have been studied in

past research. McDaniel and Baker (1977) determined that the ease with which a

bag of potato chips can be opened can be directly associated with the perceived

taste of its content. Wax-coated paper bags and polyvinyl bags were used as

materials and filled with potato chips. The more difficult-to-open bags, made of

polyvinyl, were perceived to contain better quality chips.

A study done by Becker, Rompay, Schifferstein & Galetzka (2011)

discovered that packaging color and shape in terms of angular or rounded yogurt

containers had an effect on the overall product evaluation. The yogurt packaging

presented varied in shape: angular versus rounded and also in color saturation:

low versus high saturation. The results suggested packaging color and packaging

41
shape can encourage food product potency perceptions, which may impact

product evaluations.

42
 CHAPTER THREE

PILOT STUDY

The pilot study or “pre-study” was the first step in developing the

experiment. This chapter reviews the value of pilot studies, the methods used,

and the goals of this particular pilot study. The findings from the pilot study and

their application in the current research are then discussed.

Definition and Value of a Pilot Study

A pilot study is a small-scale version or a trial run of a major study. The

pilot study comes after the literature review when the researcher has developed

clear research questions, procedures, and methods. The researcherʼs goal is to

research instruments, techniques and methods, to see how well they will work in

practice and if necessary, the study can then still be adapted and modified

according to the findings (www.aqr.org.uk/glossary) The pilot study for the current

research was designed as a pre-testing tool for the questionnaire and to test the

general feasibility of the study.

Methods and Materials

Objectives

This pilot study was conducted to determine if changing only the food

container could have an effect on quality attribute ratings of food products in a

43
quick-service restaurant environment. The food containers used were each

different while the food products (a burger) presented inside the containers were

identical. A custom paper-and pencil survey questionnaire was administered to

participants to rate the food and container. The survey was designed from the

literature review and used to collect participant responses.

Location

The pilot study took place during Pack Expo 2012 at the McCormick

Center in Chicago, Illinois. A 5,800 sq-ft exhibit called “The Packaging Test

Track” was designed and fabricated by graduate students from the University.

“The Packaging Test Track” had five distinct areas designed to run various types

of packaging design and consumer research. The five areas were staged as

small shops called: CU-Shop, CU-Mart, CU-Cafe, CU-Auto, and CU-Office. CU-

Cafe was used for this pilot study to test consumer perception of different types

of single-use foodservice containers packaging.

The interior of CU-Café was staged as a restaurant environment. The front

and entrance to CU-Café can be seen in Figure 8 and floor plan is available in

Figure 10. This mock restaurant environment was designed to mimic a realistic

restaurant environment where consumers would actually be making similar

quality judgments as suggested by Meiselman (2001).

44
 Figure 8. CU-café the staged restaurant environment used for testing

Participants

Participants in the pilot study were attendees at Pack Expo 2012. The

study took place over three days and there were a total of 90 participants who

completed the survey, 30 participants each day. However, only 71 of the

participants had usable data including, thirty-eight male respondents (53.53%)

and thirty-three female respondents (46.48%). Participant age ranged from 18-

60+ years, with 60.56% of participants in the 21-39 age range. Education level of

participants varied, 5.63% of participants had a high school degree or equivalent

while 47.89% of participants had a bachelor degree and 25.35% had a graduate

degree.

45
 All participants were randomly selected and recruited verbally, no

incentive was initially offered. There were three groups in the experiment the

group assigned to each participant was based on the day they participated.

Participants were instructed that they were volunteers and could choose to not

participate at anytime during the study. Upon completing the survey participants

were given a free koozie drink insulator. All demographic data collected for the

pilot study is available in Appendix C.

Experimental Design

In order to narrow the scope the “Burger” segment of the fast food industry

was selected for the study. Nine distinct types of containers used in the “Burger”

segment were selected as stimuli. To determine which containers to use an audit

of the packaging currently used in the fast food industry was performed and

combined with expert reports from the literature review. Restaurant packaging

included in this audit were the Top 16 Burger quick-service restaurants from QSR

Magazines 2011 Special Report: The QSR 50. The Top 16 restaurants included:

McDonaldʼs, Wendyʼs, Burger King, Sonic Drive-Inn, Jack In The Box, Dairy

Queen, Hardeeʼs, Carlʼs Jr, Whataburger, Five Guys Burgers & Fries, Steak ʻn

Shake, Culverʼs, Checkers/Rallyʼs, White Castle, In-N-Out Burger, and Krystal

(http://www.qsrmagazine.com/reports/2011-qsr-50). A detailed version of data

gathered in the retail audit is available in Appendix A. Reports from the literature

46
review including, The Foodservice Instituteʼs 2010-2012 Market Research Study

on Foodservice Packaging Products and Single-Use Foodservice Packaging: A

Tutorial, were also taken into account when selecting the container styles and

materials.

The most commonly used containers and materials according to the audit

and reports were included in the study to make results as applicable to the

current fast food industry as possible. Container styles selected were the

clamshells and wrap. Materials included were: paperboard, polystyrene (oriented

and expanded), bagasse, paper, and foil. A total of 9 containers/stimuli were

incorporated.

The containers had no added graphics or branding to prevent any bias or

brand preferences. Inside the testing environment, CU-Cafe, three tables were

set-up as observation booths. A researcher was seated behind the counter

throughout the experiment incase participants had any questions or problems.

Figure 9. Black tray used to present containers

47
 Figure 10. CU-café floor plan and table layout

The containers were each presented on a single black foodservice tray

and placed in the middle of the observation booth. The food tray can be seen in

Figure 9. Each container was identified using a blind code, which in this case was

a randomly generated three-digit number. Three of the nine containers were

tested each day, the containers tested included:

• Day 1

o 170- Expanded polystyrene (EPS) clamshell

o 236- Oriented polystyrene (OPS) clamshell

48
 o 430- Bagasse clamshell

• Day 2

o 852- White paperboard clamshell

o 305- Orange paperboard clamshell

o 709- Kraft paperboard clamshell

• Day 3

o 321- Foil wrap

o 654- Paper wrap

o 752- E-flute corrugated clamshell

Appendix A contains a table with more detailed information on the

containers, materials, and their properties. The orange paperboard container was

included to test the assumption that participants would be partial to a container

with added color or graphics when compared to the white paperboard. The

bagasse clamshell was included to represent many new environmentally friendly

packaging options that are increasingly available. The bagasse containers are

composed of sugar cane fiber waste left after juice extraction, and are 100%

decomposable and biodegradable. Table 2 below shows images of each

container and the corresponding day it was tested. All clamshell containers were

approximately the same size. The Paper wrap and Foil wrap were similar in

thickness, and also in size when flat.

49
 Table 2
Pilot study containers

Each container held a burger inside, but was presented closed on the tray

to participants. For the pilot study a McDonaldʼs Single Cheeseburger was used

inside the containers, see Figure 11. All containers held identical burgers with the

same bun, toppings, condiments, etc. All containers and burgers were replaced

with new/unused products each hour between participants to ensure the stimuli

remained visually consistent across all participants.

The order the samples were evaluated in was balanced across

respondents, so each sample was evaluated (1st, 2nd, 3rd, 4th) as equally as

possible using a balanced Latin square design. The study ran 480 minutes each

day (9:00am to 5:00pm); the three containers each day were rotated

approximately every 80 minutes to maintain the balance.

50
 Figure 11. McDonaldʼs single cheeseburger,
food product used for pilot study

Survey

To collect data from participants a paper-and-pencil style questionnaire

was used. The survey was created and printed from a web-based service

provided by Survey Monkey Inc. (www.surveymonkey.com). The questionnaire

was developed from the literature review and pre-tested (Presser, Couper, &

Lessler, 2004) prior to the pilot study. The outcome of this pretesting process was

the development of a self-administered paper-and-pencil questionnaire. During

the pre-testing certain language used in the questionnaire was identified to be

unclear and confusing, including the phrase “quick-service restaurant”, which was

changed to “fast-food restaurant” and the term “packaging”, which was changed

to “container”. Several respondents indicated they were unsure of how well the

term “packaging” applied to the paper and foils wraps.

51
 The survey contained four main sections. The full pilot study survey

questionnaire is available to view in Appendix E. The first section consisted of

questions about the visual appearance of the burger in each container.

Participants were asked to rate on a 7-point Likert-scale the extent to which they

agreed or disagreed with a set of attributes. After viewing and interacting with

each sample in its container the participant rated based on the following

attributes: appealing, neat, messy, purchasable, high quality, tasty, attractive,

fresh, and premium. Participants were also asked how much they would be

willing to pay for each burger (Miller & Hofstetter, 2011).

The second section contained general fast food preference and habits

questions used to develop a profile of the sample population and compare it to

past research in the fast food industry. The third section of the survey asked

participants if they noticed a distinct difference in the burger packaging and they

were asked to rate which container they preferred then explain why in an open-

ended format question. Participants were asked to rate on a scale of one to ten

the importance of packaging in fast food and then describe the characteristics

that are most important to them in fast food packaging. The fourth and final

section of the survey involved basic demographic questions, which help to better

understand and characterize the sample population.

52
Experimental Procedure

Participants were verbally recruited from the Pack Expo 2012 attendees.

Prior to entering CU-cafe each participant was pre-screened to ensure they had

no food allergies and were asked if they consented to being observed for the

experiment. Participants were allowed into the testing environment one at a time,

each participant took around fifteen minutes on average to complete the study.

Participant was then escorted to the study area and given a self-response survey

packet to complete. The researcher then instructed the participant to read over

the following instructions printed at the front of the survey:

• There are three observation booths set up around the store.

• Please visit each booth to complete survey pages 1-3.

• After you have completed pages 1-3 please feel free to take a seat at the

front of the room to complete the remainder of the survey.

• DO NOT consume the food.

• Feel free to open, touch, and interact with the food as you normally would.

• If you have any questions please ask the attendant behind the counter.

If the participant had no questions they began the study. The participant

then proceeded to view and answer survey questions about each sample. They

walked to all three booths to view the containers and answer the corresponding

53
survey questions. When finished the participant handed their survey to the

researcher. After completing the survey participants were verbally asked for any

feedback they had regarding the format of the questions and/or the study

procedure. This feedback was taken into account for the full scale research

study. Participants were then given a koozie or tote bag as reward for their

participation.

Statistical Analysis

A within stages mixed model design, where quantitative and qualitative

approaches are mixed within one or more of the stages of research, was used for

this study (Johnson & Onwuegbuzi, 2004). Due to the exploratory nature and

desired outcome of the pilot study much of the data collected was qualitative,

involving open-ended questions. The analysis was performed to find the

patterns/common themes, which emerged around specific items. Response

categories were designed from the most common words or phrases that

appeared in participant answers. All responses were assigned an appropriate

category, which was represented by a key words/phrases found.

The quantitative data collected including attributes ratings were analyzed

using a repeated measures analysis of variance (ANOVA). Repeated measures

ANOVAs were conducted for each attribute to determine whether there were

statistically significant differences in the mean rating of the attribute based on the

54
container presented. The ratings were treated as the source of variance. The

data for each attribute was assessed for normal distribution using a boxplot and

the Shapiro-Wilk test. The assumption of sphericity was also assessed using

Mauchly's Test of Sphericity. If sphericity was violated the Greenhouse-Geisser

correction was applied.

All statistical analysis information and tables for pilot study data are

located in Appendix C. Due to the fact that participants each day saw only three

of the nine stimuli, each day has separate ANOVA tables for each attribute.

Statistical analysis was conducted using SPSS 20.0.0 (2011, PASW Statistics,

Chicago, IL).

Results, Discussion, & Application

Results from the pilot study, are presented and discussed in this section,

and then their application to the full scale study is reviewed. Overall the 71

participants included in the analysis indicated that they considered fast food

packaging importance as 6.61 out of 10. Of the 71 participants 83.10% claimed

they ate fast food at least a few times a month. When asked about fast food

consumption habits the most common meal eaten was “Lunch” (67.61%) and the

most common location was “In Car” (40.85%).

Figure 12 presents results from all respondent data collected regarding

fast food consumption habits. The sample of participants used in the pilot study

55
had a very similar profile to current fast food market research from the literature

review.

(a) (b)

Figure12. Pie charts of survey

Section 2 results. Respondents
(c) were asked (a) How often do
you eat fast food? (b) Where do
you normally eat fast food after
you purchase it? (c) For which
meal for you most often eat fast
food?

Participants rated the food containers they viewed based on nine

attributes including: appealing, neat, messy, purchasable, high quality, tasty,

attractive, fresh, and premium. A 7-pt Likert-scale (1-Strongly Disagree to 7-

Strongly Agree) was used to rate all attributes. Appendix B contains charts

56
representing each attribute and displaying the mean ratings for each of the 9

containers in relation to the attributes, significance is shown using error bars.

After viewing and rating the samples based on the presented attributes

each participant was asked to select how much they would pay for each sample

from the price ranges presented, results are shown below in Figure13 classified

by container.

Figure 13. Chart of participant responses indicating how much they would
pay for each sample (when selecting from four ranges: $0.00-$2.00, $2.00-
$4.00, $4.00-$6.00, $6.00-$8.00)

57
 Each participant was asked if they noticed a distinct difference in the

containers each sample was presented in and if so, which package they

preferred. All participants included in the analysis answered yes to noticing a

distinct difference in containers. These results are presented below in Figure 14.

Since the sample size on Day 2 was not equal to Day 1 & Day 3 the preference

data has been weighted accordingly. Materials that were tested on the same day

are located adjacent to each other in groups of three on the chart in Figure 14.

Figure 14. Pie chart of Section 3 survey results.

Respondents were asked, which package/container did you
prefer? (Day 1: Clear (OPS), Bagasse, EPS; Day 2: White
Paperboard, Orange Paperboard, Kraft Paperboard; Day 3:
Foil Wrap, Paper Wrap, E-flute)

58
 Participants were asked two open-ended questions in the survey. The

questions are listed in Table 3 along with the most common response categories.

When responding to the open-ended questions in the survey more than half of

the participants mentioned the importance of environmentally friendly packaging

that protects the product, and presents the product in an attractive way. The main

issues raised with current fast food packaging included grease leaking or

toppings.

Table 3

Open-Ended
Open-ended Question
survey questionsResponse Categories
from pilot study

Please briefly describe

Please explain why you characteristics that are
preferred this package. important to you in fast
food packaging.

Eco Friendly/ Recyclable Protects product

Presentation Environmentally Friendly
Clean/Neat Does not leak
Keeps food warm Easy to eat from
Color Keeps food warm
Protection Presentation
High Qualty/ Premium Natural

The open-ended question data collected from participants was used in

development of the survey for the full scale study. The following comment from a

respondent illustrates these themes:

59
 “I look for environmentally friendly packaging, it must support and contain

food. The food should be kept warm and it should be easy to clean up. I

like the sturdiness of boxes, they seem to protect the food. I try to avoid

Styrofoam because it is not microwave-friendly and it takes the longest to

decompose in waste facilities.”

Discussion

The results from the pilot study suggested several interesting concepts,

which were then taken into account when designing the full scale study. In the

quantitative analysis of the attributes the paper and foil wraps, which are

commonly used and inexpensive compared to other alternatives, were rated

significantly lower than the E-flute clamshell for all attributes. While significance

between the paper and foil wraps and materials tested on day 1 and 2 cannot be

directly determined, due to separate samples, the mean ratings were

suggestively lower than other materials. Though the foil wrap was selected

slightly more than the paper wrap the two materials received nearly identical

ratings for each attribute, suggesting consumers perceive the wraps as

comparable. The foil and paper wrap ratings for “messy” were significantly higher

than all other materials and for “neat” they were significantly lower, indicating that

consumers do not perceive these packages as an alternative

60
 Environmentally friendly packaging characteristics were mentioned as very

important for open-ended response questions. However, the environmentally

friendly packaging materials presented, including the paperboard and bagasse

clamshells, received low mean ratings based on the extrinsic attributes appeal,

high quality, attractive, and premium. This suggests that while consumers value

packaging which is considered environmentally friendly, they do not perceive it to

be aesthetically pleasing.

The three containers tested on day 2, the white paperboard clamshell,

orange paperboard clamshell, and Kraft paperboard clamshell, had similar mean

ratings on many attributes. Several respondents indicated that the orange

paperboard clamshell was more attractive and a higher quality because of the

added color. This information was taken into account in the full scale study, as no

color or graphics were present on the stimuli.

The E-flute container had the highest overall mean ratings for nearly all

attributes presented, however the EPS container was rated similarly in several

categories and higher based on the attribute “tasty”. Many respondents indicated

they preferred these materials due to their insulation and containment properties.

This suggests that the consumer perception of food quality in QSRs could be

influenced based on how well a package retains heat and keeps the product

inside protected.

61
Application to Full Scale Study

Several key findings presented in the pilot study results were applied to

the full scale study. The characteristics participants indicated were most

important in fast food packaging were included and categorized as functionality

or credence attributes for the full scale study. The materials used were cut to four

from the nine used in the pilot which helped narrow the scope of the study and

find more meaningful results. Suggestions regarding the study techniques and

survey instrument were collected verbally from participants and applied to the full

scale study as well. Overall, the pilot study helped refine proper attributes and

procedures for the full scale study.

Limitations

The major limitation of this study involved the presentation of stimuli in that

each participant was only able to see three of the nine total stimuli. This limitation

was present because of time and space constraints in the testing environment.

Creating these three groups of stimuli, one for each day, limited the statistical

analysis between all of the stimuli. However, the due to the fact that all three

sample groups came from the same population certain conclusions can be drawn

from the data.

Due to restrictions at testing location participants were not allowed to

actually consume any food products. This restricted the range of the survey, as

62
we were not able to collect any type of sensory responses from participants. The

area of the exhibit where the testing environment was located had a lot of

background noise and inconsistent lighting conditions, which could have been a

factor in participant ratings of the containers. In general a more controlled

environment may have been beneficial, for the pilot study.

63
 CHAPTER FOUR

METHODS AND MATERIALS

Objectives

The purpose of this research is to determine if consumer quality

perception of food products in quick-service restaurants varies depending on the

material properties of the packaging in which the food product is presented.

Location

The entire study took place in the Wendyʼs restaurant located on Clemson

University campus. The employees and management of the Wendyʼs restaurant

were briefed regarding the testing procedure and assisted the researchers where

possible. An isolated area in the back of the store was chosen as the testing

environment. The area was blocked off and supervised by researchers to prevent

any distractions for participants. Two sensory booths were setup around pre-

existing tables in the area. The booth contained several items including: a laptop

computer (to administer the survey), a bottle of water, a note pad and pen,

napkins, cutlery, and condiments. Lighting in and around each booth was

consistent, and the background noise level was fairly stable throughout the

testing

This realistic environment is ideal when testing packaging and also food

products. According to Meyers & Lubliner (1998) realistic test markets are the

64
“most ideal method of confirming the effectiveness of a new package design

program...”. Sensory research involving food acceptance according to Meiselman

(1992, 1993, 1994, 2001) should take place where the food is consumed, since it

is in that environment that consumers form their judgment of quality.

Participants

Participants in the full scale study were students and employees of

Clemson University. The study took place over two days and there were a total of

110 participants who completed the survey. The participants consisted of

including, 72 male respondents (65.50%) and 37 female respondents (34.55%)

and 1 other respondent (0.91%). Participant ages ranged from 18-59 years, with

93.9% in the 18-29 age range. Education level of participants varied, 12.73% of

participants had a high school degree or equivalent, 66.36% of participants had

some college but no degree and 14.55% had a bachelor degree.

Participants rated the importance of packaging fast food as a 6.73 on

average, which was slightly higher than the pilot study average. Participants were

also asked an open-ended question regarding packaging characteristics in fast

food. The responses were similar to those of the pilot study. The most common

answer categories are presented in Table 4.

All participants were randomly selected and recruited verbally, no

incentive was initially offered. There were two conditions in the experiment the

65
condition assigned to each participant was based on the day they participated.

Participants were instructed that they were volunteers and could choose to not

participate at anytime during the study. All demographic data collected for the full

scale study is available in Appendix D.

Table 4

Open-ended survey question

Open-Ended Question fromResponse
full scale study
Categories
Please briefly describe characteristics
that are important to you in fast food
packaging.

Easy to Open
Protects Product
Contains Grease
Keeps Product Warm
Environmentally Friendly
Portable

In addition to the basic demographic data collected, participants were

asked a series of fast food preferences and habits questions in Section 1 of the

survey. This data was compared to the current research regarding the fast food

target market in order to confirm the sample population. Figure 15 contains pie

charts of the results from Section 1 of the questionnaire.

66
(a)
(d)

(e)
(b)

Figure 15. Pie charts of survey

(c) Section 2 results. Respondents were
asked (a) How often do you eat fast
food? (b) Where do you normally eat
fast food after you purchase it? (c)
How much do you spend on
average? (d) For which meal for you
most often eat fast food? (e) Do you
normally walk inside or used a drive-
thru to purchase fast food?

67
Experimental Design

Participants sampled four food products each and rated each products

packaging according to a set list of attributes. The design used for this

experiment was a monadic sequential scheme meaning each respondent was be

asked to evaluate multiple or all stimuli in a rotated fashion, one after the other.

Respondents were evenly distributed across all stimuli as a starting point, so they

had an identical chance of seeing each of the stimuli first (http://www.sensory

society.org/).

Each participant was required to complete the computerized self-

administered survey in order to receive their participation incentive, a coupon for

a free food product and their remaining samples. The order in which each

participant saw each survey section stayed consistent, however the questions

within each section were randomized using the randomization tool in Survey

Monkey.

Results from the literature review, pilot study, and retail audit were used to

determine the four distinct types of containers tested in this study. The F-flute

container and Paper wrap were included because they had interesting results

from the pilot study and are commonly used in the QSR industry. The paperboard

clamshell, which was determined to be the industry standard container in the

literature review and retail audit was included, as well as the EPS clamshell. The

containers had no added graphics or branding to prevent any bias as was

68
observed in the pilot study when a solid color clamshell was tested. All materials

were white in color as well due to the observed preference towards colorful

containers suggested in the pilot study. Images of containers used as stimuli can

be seen in Figure 16.

Figure 16. Four containers selected for full scale study

The containers used were almost identical in shape, except for the paper

wrap, which was not a clamshell structure. All containers used were food-safe

and had similar grease resistance properties. The clamshell structures all had

approximately the same size, between 3 to 3.375 inches in height, between 4.5

to 5 inches width, and between 4.5 to 5 inches in length. The weight of all three

clamshells was also approximately the same. Each container/ sample was

identified using randomly generated three-digit number, known as a blind code.

69
Appendix A contains more detailed information regarding the containers used

and their materials.

All four of the containers were tested containing two different food

products, a burger and chicken sandwich. In the Burger condition participants

received containers containing a Single 1/4 lb. Hamburger. In the Chicken

condition participants received containers containing a Homestyle Chicken

Sandwich. The Single 1/4 lb. Hamburger and Homestyle Chicken Sandwich both

weigh approximately 250 grams and are approximately 4” x 4” x 2.75” in size.

(http://www.wendys.com/). In both conditions, participants filled out an identical

computer administered questionnaire with items that reflected what they

experienced while interacting with or while eating from the container. The food

products used as stimuli can be seen in Figure 17. The only topping included on

the food products were lettuce and tomato, this was held consist across both

conditions.

Figure 17. The food product used for testing Wendyʼs Homestyle Chicken
Sandwich and Single 1/4 lb. Hamburger

70
 The average lag time between the food product cooking, being put into the

container, and presented to the participant was around 30 seconds. All food

products were cooked or “dropped” separately to ensure freshness and to

maintain a constant serving temperature. The researcher presented to food to

participants directly in an isolated testing area so they had no interaction with

restaurant employees, this was an attempt to control for the service factor in

restaurant environments.

Survey

The instrument used to collect data from participants was a survey

questionnaire administered on a laptop computer at each booth. The survey was

created and administered using a web-based service provided by Survey Monkey

Inc. (www.surveymonkey.com). The survey was developed from the literature

review, pre-tested in the pilot study, and adjusted according to the findings. The

survey was organized into 7 major sections, which included:

1. Fast food preferences and habits

2. Sensory acceptance evaluation

3. Willingness to pay/re-purchase intent

4. Functionality attributes

5. Perceived attributes

71
 6. Fast food packaging

7. Demographic profile

The complete survey used for the full scale study is available to view in

Appendix E. The first section of the survey consisted of general fast food

preference and habits questions regarding consumption time, location, and

frequency. Section 2 of the survey contained sensory questions regarding flavor,

texture, and overall liking of the product, which are experience attributes. The

goal was to finding overall preference or liking for a product. Acceptance testing

was used to determine how much each sample was liked based on a 7-point

hedonic scale for a set of attributes including: overall liking, flavor, and texture

(where 7=like extremely and 1=dislike extremely). The FACT (food action rating

scale) developed by Schutz (1965) was used to measure overall acceptance.

The FACT scale is a highly recommended tool used by the food scientists to

estimate overall food acceptance.

The acceptance testing and FACT were appropriate for this because they

do not require trained panelists. Section 3 of the survey measured the

participants willingness to pay by asking which sample would you choose to

purchase if these were the only options available (A “none” choice option was

included). Participants were also asked to rank the samples by how willing they

would be to repurchase them (1-most willing to 4-least willing). Section 4 of the

72
survey asked about the functionality attributes of the container for each sample.

Participants were asked to rate on a 7-point Likert scale the extent to which they

agreed or disagreed with each of the following descriptions in regard to the

functionality of each container: easy to carry, contains product, keeps product

warm, easy to open, and protects product.

Section 5 of the survey inquired about the perceived attributes of the

container for each sample, which are considered credence qualities due to their

abstract nature. Participants were asked to rate on a 7-point Likert scale the

extent to which they agreed or disagreed with each of the following attributes in

regard to the physical qualities of each container: natural, environmentally

friendly, modern, neat, and premium. Section 6 asked questions about the

importance of packaging in fast food and presented an open-ended question

about what characteristics are most important for the packaging. Section 7 was

the final section of the survey and included basic demographic questions.

Experimental Procedure

All research was conducted in accordance with procedures approved by

IRB2013-062: Fast Food Packaging Evaluation. Prior to beginning the

experiment participants were screened to ensure no food allergies existed. Each

participant was reminded that his or her participation was voluntary. Participants

73
sign in and were given a participant number. They were then escorted to an open

booth and given basic instructions.

The sensory booth can be seen in Figure 18, the booth contained a laptop

computer to complete the survey on, a bottle of water, several napkins, hand

wipes, silverware, and a container of condiments. The researcher then instructed

each participant to read the instructions on the screen and proceed if they had no

questions. After finishing section 1 the survey informed participants to alert the

researcher to bring the first randomly assigned sample in their condition.

Presentation of samples was balanced between participants using a Williams

design latin square to account for first order carryover effects (Williams, 1949).

The latin square table design for experiment can be seen in Appendix A.

Participants were presented with one sample container at a time.

Containers held either a Single ¼ lb. Hamburger or a Homestyle Chicken

Sandwich, presented in Figure 17. For each sample participants filled out an

identical set of survey questions. After completing the set of survey questions for

each sample, they received the next sample, but the previous sample remained

on the table. The survey instructions guided participants to Section 3 after all four

samples had been evaluated and the corresponding survey questions completed.

At this point in the survey the ongoing interaction between the participant and

researcher ceased, unless participant had a question regarding the survey.

74
Section 3 instructed participants to consider all four containers and to ranking the

sample containers based willingness to buy.

Figure 18. Sensory booth set-up inside

the testing environment

Section 4 and section 5 asked questions regarding the containers/

packaging directly rather than the sample. Functional qualities as well as

perceived physical qualities of each container were ranked. Section 6 asked

participants about the importance of packaging for fast food and an open-ended

which requested participants name the most important characteristic in fast food

packaging. The final section, Section 7, of the survey asked basic demographic

75
questions. The survey then instructed participants to alert researcher they had

completed the study. The researcher then gave the participant their coupon for a

free food item and thanked them for their participation. The booth area was then

cleared of any trash, cleaned, and set up for the next participant. If requested,

after collecting their response data, each participant was fully debriefed as to the

nature and purpose of the experiment.

Statistical Analysis

In order to determine whether the material of the containers exerted a

significant effect on the perceived quality attributes measured, a repeated

measures analysis of variance (ANOVA) was performed on each set of data

considering the attributes as dependent variables. The container material

(Paperboard, E-flute, EPS, Paper wrap) was considered a fixed source of

variation, the independent variable.

Prior to running the repeated measures ANOVA data was assessed by a

boxplot and Shapiro-Wilk test to make sure there were no outliers and that the

data was normally distributed for each group. The assumption of sphericity was

also evaluated prior to running the ANOVA, using Mauchly's Test of Sphericity. If

the assumption of sphericity was violated then a Greenhouse-Geisser correction

was applied. If any significance was found a post-hoc analysis with a Bonferroni

adjustment was applied to determine where the group differences lie with paired

76
comparisons were completed using t-tests All repeated measures ANOVA tables

as well as the results from the pre and post tests are available in Appendix D.

77
 CHAPTER FIVE

RESULTS AND DISCUSSION

The goal of this research was to determine if consumer quality perception

of food products in quick-service restaurants varies depending on the material

properties of the packaging in which the food product is presented. Quality

perception in this study is assessed using 14 predetermined attributes, which

were divided into three categories including: sensory, functionality, and credence.

Participants were also asked to indicate their preference and rank the containers

depending on how willing they would be to repurchase the sample. Means ratings

on bar charts with different letters are significantly different (Bonferonni, p<.05).

Sensory Attributes
7
Condition
a a a a Burger
6
a a a a Chicken
Error Bars: +/- 1 SE
5
Mean Rating

3 5.78 5.93 5.84

5.75
5.29 5.31 5.35 5.29

0
Paperboard F-flute EPS Paper wrap

Container

Figure 19. Mean ratings for sensory attribute Flavor

78
 The mean ratings based on the sensory attribute “Flavor” can be seen in

Figure 19 (Means with different letters are significantly different [Bonferonni.

p<.05]) A repeated measures ANOVA was conducted to determine whether there

were statistically significant differences in the mean ratings based on attribute

“Flavor”, with the four material “Flavor” ratings as a source of variance and also

the material “Flavor” ratings within conditions (material*condition) as a source of

variance. There were no outliers and the data was normally distributed for each

group, as assessed by boxplot and Shapiro-Wilk test (p < .05), respectively. The

assumption of sphericity was not violated, as assessed by Mauchly's Test of

Sphericity, χ2(2) 9.857, p = .079. The material interaction did not lead to any

statistically significant changes in “Flavor” ratings for the food product, F(3,324) =

.322, p = .810. The material*condition interaction did not lead to any statistically

significant changes in “Flavor” ratings for the food product, F(3,324) = .114, p =

.952. While no significance was observed between containers based on the

“Flavor” attribute the results show an interesting trend in respect to the

conditions. The “Burger” condition over all materials had an average mean rating

range of 5.29-5.35 and the “Chicken” condition had a slightly higher average

mean rating range of 5.75-5.93. This suggests a high level of “Flavor”

consistency between the food products in each respective condition, with the

“Chicken” condition product having slightly higher “Flavor” ratings than the

“Burger”.

79
 The mean ratings based on the sensory attribute “Texture” can be seen in

Figure 20. A repeated measures ANOVA was conducted to determine whether

there were statistically significant differences in the mean ratings based on

attribute “Texture”, with the four material “Texture” ratings as a source of variance

and also the material “Texture” ratings within conditions (material*condition) as a

source of variance. There were no outliers and the data was normally distributed

for each group, as assessed by boxplot and Shapiro-Wilk test (p < .05),

respectively. The assumption of sphericity was violated, as assessed by

Mauchly's Test of Sphericity, χ2(2) 14.020, p = .015. Therefore, a Greenhouse-

Geisser correction was applied (ε = 0.928). The material interaction did not lead

to any statistically significant changes in texture ratings for the food product,

F(2.784,300.667) = 1.782, p = .155. The material*condition interaction did not

7
Condition
a
a a a Burger
6
a a a a Chicken
Error Bars: +/- 1 SE
5
Mean Rating

3 5.95 5.78 5.75 5.58

5.31 5.38
5.16 5.15

0
Paperboard F-flute EPS Paper wrap

Container

Figure 20. Mean ratings for sensory attribute Texture

80
lead to any statistically significant changes in texture ratings for the food product,

F(2.784,300.667) = .954, p = .410.

While no significance was observed between containers based on the

“Texture” attribute the results show a similar trend as the “Flavor” attribute with

respect to the conditions. The “Burger” condition over all materials had an

average mean rating range of 5.15-5.38 and the “Chicken” condition had a

slightly higher average mean rating range of 5.58-5.95. This suggests a high

level of “Texture” consistency between the food products in each respective

condition, with the “Chicken” condition product having slightly higher “Texture”

ratings than the “Burger”.

7
Condition
a a a Burger
6 a
a a a a Chicken
Error Bars: +/- 1 SE
5
Mean Rating

3 5.80 5.89
5.65 5.67
5.24 5.31 5.38
5.11

0
Paperboard F-flute EPS Paper wrap

Container

Figure 21. Mean ratings for sensory attribute Overall

Liking

81
 The mean ratings based on the sensory attribute “Overall Liking” can be

seen in Figure 21(Means with different letters are significantly different

(Bonferonni, p<.05). A repeated measures ANOVA was conducted to determine

whether there were statistically significant differences in the mean ratings based

on attribute “Overall Liking”, with the four material “Overall Liking” ratings as a

source of variance and also the material “Overall Liking” ratings within conditions

(material*condition) as a source of variance. There were no outliers and the data

was normally distributed for each group, as assessed by boxplot and Shapiro-

Wilk test (p < .05), respectively. The assumption of sphericity was violated, as

assessed by Mauchly's Test of Sphericity, χ2(2) 12.885, p = .024. Therefore, a

Greenhouse-Geisser correction was applied (ε = 0.966). The material interaction

did not lead to any statistically significant changes in “Overall Liking” ratings for

the food product, F(2.791,301.461) = 1.486, p = .221. The material*condition

interaction did not lead to any statistically significant changes in overall ratings for

the food product, F(2.791,301.461) = .111, p = .945.

While no significance was observed between containers based on the

“Overall Liking” attribute the results show a similar trend as the “Flavor” and

“Texture” attributes with respect to the conditions. The “Burger” condition over all

materials had an average mean rating range of 5.11-5.38 and the “Chicken”

condition had a slightly higher average mean rating range of 5.65-5.89. This

suggests a high level of “Overall Liking” consistency between the food products

82
in each respective condition, with the “Chicken” condition product having slightly

higher “Overall Liking” ratings than the “Burger”.

7
a Condition
a a a a
a a Burger
6 a
Chicken
Error Bars: +/- 1 SE
5
Mean Rating

3 5.87 5.85 6.04

5.71 5.65 5.78
5.51 5.31

0
Paperboard F-flute EPS Paper wrap

Container

Figure 22. Mean ratings for sensory attribute Acceptance

The mean ratings based on the sensory attribute “Acceptance” can be

seen in Figure 22. It should be noted that the “Acceptance” attribute was not

evaluated using a standard Likert scale, the Food Action Rating Scale (FACT)

was used (Schutz, 1965). A repeated measures ANOVA was conducted to

determine whether there were statistically significant differences in the mean

ratings based on attribute “Acceptance” with the four material “Acceptance”

ratings as a source of variance and also the material “Acceptance” ratings within

conditions (material*condition) as a source of variance. There were no outliers

and the data was normally distributed for each group, as assessed by boxplot

83
and Shapiro-Wilk test (p < .05), respectively. The assumption of sphericity was

not violated, as assessed by Mauchly's Test of Sphericity, χ2(2) 10.350, p = .066.

The material interaction did not lead to any statistically significant changes in

“Acceptance” ratings for the food product, F(3, 324) = 1.638, p = .181. The

material*condition interaction did not lead to any statistically significant changes

in “Acceptance” ratings for the food product, F(3, 324) = .466, p = .707.

While no significance was observed between containers based on the

“Acceptance” attribute the results show a similar trend as the “Flavor”, “Texture”,

and “Overall Liking” attributes with respect to the conditions. The “Burger”

condition over all materials had an average mean rating range of 5.31-5.71 and

the “Chicken” condition had a slightly higher average mean rating range of 5.38-

6.04. This suggests a high level of “Acceptance” consistency between the food

products in each respective condition, with the “Chicken” condition product

having slightly higher “Acceptance” ratings than the “Burger”.

Functionality Attributes

The mean ratings based on the functionality attribute “Protects Product”

can be seen in Figure 23. A repeated measures ANOVA was conducted to

determine whether there were statistically significant differences in the mean

ratings based on attribute “Protects Product” with the four material “Protects

Product” ratings as a source of variance and also the material “Protects

84
 7
Condition
a a a
a a a Burger
6 Chicken
Error Bars: +/- 1 SE

5
Mean Rating

4 b b
6.29 6.27 6.29
3 5.91 5.82
5.64

2
3.31 3.27

0
Paperboard F-flute EPS Paper wrap

Container

Figure 23. Mean ratings for functionality attribute

“Protects Product”

Product” ratings within conditions (material*condition) as a source of variance.

There were no outliers and the data was normally distributed for each group, as

assessed by boxplot and Shapiro-Wilk test (p < .05), respectively. The

assumption of sphericity was violated, as assessed by Mauchly's Test of

Sphericity, χ2(2) 49.523, p < .05. Therefore, a Greenhouse-Geisser correction

was applied (ε = 0.754). The material interaction elicited statistically significant

changes in “Protects Product” ratings for the samples, F(2.263, 244.397) =

147.946, p < .05. The material*condition interaction did not lead to any

statistically significant changes in “Protects Product” for the samples, F(2.263,

244.397) = 1.152, p = .322. Post-hoc analysis with a Bonferroni adjustment

revealed that “Protects Product” rating was statistically significantly different

between the Paperboard and Paper Wrap (M = 2.482, 95% CI [1.946 to 3.018], p

85
< .05), F-flute and Paper Wrap (M = 2.991, 95% CI [2.493 to 3.488], p < .05),

EPS and Paper Wrap (M = 2.764, 95% CI [2.261 to 3.266], p < .05), but not

between the Paperboard and EPS (M = .282, 95% CI [.637 to .073], p =.211),

Paperboard and F-flute (M = 0.509, 95% CI [.861 to .158], p = .001) or the F-flute

and EPS (M = .277, 95% CI [.077 to .532], p =.285).

The significance observed between containers based on the “Protects

Product” attribute show that the Paper Wrap is perceived by consumers to

protect the product it contains significantly less than all other containers tested.

The Paperboard, F-flute, and EPS containers all have high mean ratings of

“Protects Product” with the “F-flute Burger” and “EPS Chicken” having the highest

mean rating of 6.29. These results suggest that when companies are looking for

fast food packaging to protect the food product from a consumer perspective a

Paper wrap should avoided and other alternatives such as the Paperboard, F-

flute, and EPS containers should be researched further.

The mean ratings based on the functionality attribute “Easy to Open” can

be seen in Figure 24. A repeated measures ANOVA was conducted to determine

whether there were statistically significant differences in the mean ratings based

on attribute “Easy to Open” with the four material “Easy to Open” ratings as a

source of variance and also the material “Easy to Open” ratings within conditions

(material*condition) as a source of variance. There were no outliers and the data

was normally distributed for each group, as assessed by boxplot and Shapiro-

86
 7 Condition
a a a a
Burger
6 b b Chicken
Error Bars: +/- 1 SE

5
c c
Mean Rating
4

6.18 6.22
3 5.85 5.89
5.31 5.27

4.22
2 3.93

0
Paperboard F-flute EPS Paper wrap

Container

Figure 24. Mean ratings for functionality attribute

“Easy to Open”

Wilk test (p < .05), respectively. The assumption of sphericity was violated, as

assessed by Mauchly's Test of Sphericity, χ2(2) 38.277, p < .05. Therefore, a

Greenhouse-Geisser correction was applied (ε = 0.810). The material interaction

elicited statistically significant changes in “Easy to Open” ratings for the samples,

F(2.431, 262.505) = 147.946, p < .05. The material*condition interaction did not

lead to any statistically significant changes in “Easy to Open” for the samples,

F(2.431,262.505) = .401, p =.710. Post-hoc analysis with a Bonferroni

adjustment revealed that “Easy to Open” rating was statistically significantly

different between Paperboard and F-flute (M = 1.218, 95% CI [.686 to .1750], p <

.05), Paperboard and EPS (M = 1.945, 95% CI [1.337 to 2.554], p < .05)

Paperboard and Paper wrap (M = 1.982, 95% CI [1.355 to 2.609], p < .05), F-

flute and EPS (M = .727, 95% CI [.258 to 1.197], p < .05), F-flute and Paper wrap

87
(M = .764, 95% CI [.244 to 1.283], p <.05), but not between the Paper Wrap and

EPS (M = .036, 95% CI [.347 to .420], p =1).

The significance observed between containers based on the “Easy to

Open” attribute show that the Paperboard container was perceived by

participants to be significantly more difficult to open than all other containers

tested. The Paper wrap and EPS containers had the highest mean ratings for the

“Easy to Open” attribute, there was not significant difference between them but

they were rated significantly easier to open than the F-flute container. These

results suggest that when companies are looking for fast food packaging that is

considered easy to open from a consumer perspective the Paper wrap and EPS

containers should be researched further

The mean ratings based on the functionality attribute “Contains Product”

7 Condition
c a a a a
Burger
6
c Chicken
b b Error Bars: +/- 1 SE

5
Mean Rating

6.53 6.36
6.29 6.11
3 6.07
5.55
4.89 5.00

0
Paperboard F-flute EPS Paper wrap

Container

Figure 25. Mean ratings for functionality attribute

“Contains Product”

88
can be seen in Figure 25. A repeated measures ANOVA was conducted to

determine whether there were statistically significant differences in the mean

ratings based on attribute “Contains Product” with the four material “Contains

Product” ratings as a source of variance and also the material “Contains Product”

ratings within conditions (material*condition) as a source of variance. There were

no outliers and the data was normally distributed for each group, as assessed by

boxplot and Shapiro-Wilk test (p < .05), respectively. The assumption of

sphericity was violated, as assessed by Mauchly's Test of Sphericity, χ2(2)

75.857, p < .05. Therefore, a Greenhouse-Geisser correction was applied (ε =

0.713). The material interaction elicited statistically significant changes in

“Contains Product” ratings for the samples, F(2.139, 231.053) = 42.303, p < .05.

The material*condition interaction did not lead to any statistically significant

changes in “Contains Product” for the samples, F(2.139, 231.053) = .766, p

=.474. Post-hoc analysis with a Bonferroni adjustment revealed that “Contains

Product” rating was statistically significantly different between Paperboard and F-

flute (M = .600, 95% CI [.282 to .918], p < .05), Paperboard and EPS (M = .427,

95% CI [.088 to .766], p < .05) Paperboard and Paper Wrap (M = .864, 95% CI

[.367 to 1.361], p < .05), F-flute and Paper wrap (M = 1.464, 95% CI 1.036 to

1.891], p < .05), EPS and Paper wrap (M = 1.291, 95% CI [.864 to 1.718], p

<.05), but not between the F-Flute and EPS (M = .173, 95% CI [-.045 to .390], p

=.210).

89
 The significance observed between containers based on the “Contains

Product” attribute show that the F-flute and EPS containers were perceived by

participants to be significantly better than the Paperboard or Paper wrap at

containing the food product. The Paper wrap had the lowest mean ratings for the

“Contains Product” attribute, significantly lower than all other materials tested.

These results suggest that when companies are looking for fast food packaging

that contains the product well from a consumer perspective they should look into

an F-flute or EPS container but avoid a paper wrap.

The mean ratings based on the functionality attribute “Keeps Product

Warm” can be seen in Figure 26. A repeated measures ANOVA was conducted

to determine whether there were statistically significant differences in the mean

ratings based on attribute “Keeps Product Warm” with the four material “Keeps

7 Condition
a
a a a Burger
6 Chicken
b b Error Bars: +/- 1 SE

5
c
c
Mean Rating

3 6.13
5.73 5.91 5.85
5.20
4.93

2 3.89
3.62

0
Paperboard F-flute EPS Paper wrap

Container

Figure 26. Mean ratings for functionality attribute

“Keeps Product Warm”

90
Product Warm” ratings as a source of variance and also the material “Keeps

Product Warm” ratings within conditions (material*condition) as a source of

variance. There were no outliers and the data was normally distributed for each

group, as assessed by boxplot and Shapiro-Wilk test (p < .05), respectively. The

assumption of sphericity was violated, as assessed by Mauchly's Test of

Sphericity, χ2(2) 75.857, p < .05. Therefore, a Greenhouse-Geisser correction

was applied (ε = 0.833). The material interaction elicited statistically significant

changes in “Keeps Product Warm” ratings for the samples, F(2.499, 269.857) =

78.693, p < .05. The material*condition interaction did not lead to any statistically

significant changes in “keeps product warm” for the samples, F(2.499, 269.857) =

1.295, p =.277. Post-hoc analysis with a Bonferroni adjustment revealed that

“Keeps Product Warm” rating was statistically significantly different between

Paperboard and F-flute (M = .755, 95% CI [.397 to 1.112], p < .05), Paperboard

and EPS (M = .927, 95% CI [.509 to 1.345], p < .05) Paperboard and Paper Wrap

(M = 1.309, 95% CI [.809 to 1.809], p < .05), F-flute and Paper (M = 2.064, 95%

CI [1.577 to 2.550], p < .05), EPS and Paper wrap (M = 2.236,, 95% CI [1.737 to

2.735], p <.05), but not between the F-Flute and EPS (M = .173, 95% CI [.148 to

.494], p =.906).

The significance observed between containers based on the “Keeps

Product Warm” attribute show that the F-flute and EPS containers were

perceived by participants to be significantly better than the Paperboard or Paper

91
wrap at insulating and keeping the food product warm. The Paper wrap had the

lowest mean ratings for the “Keeps Product Warm” attribute, significantly lower

than all other materials tested. These results suggest that when companies are

looking for fast food packaging which that keeps the food product warm from a

consumer perspective they should look into an F-flute or EPS container but avoid

a paper wrap container.

The mean ratings based on the functionality attribute “Easy to Carry” can

be seen in Figure 27. A repeated measures ANOVA was conducted to determine

whether there were statistically significant differences in the mean ratings based

on attribute “Easy to Carry” with the four material “Easy to Carry” ratings as a

source of variance and also the material “Easy to Carry” ratings within conditions

(material*condition) as a source of variance. There were no outliers and the data

7 Condition
a a Burger
a a a a
6 Chicken
b Error Bars: +/- 1 SE
b
5
Mean Rating

6.18 6.18
3
5.58 5.47 5.47
5.16 5.36
4.62
2

0
Paperboard F-flute EPS Paper wrap

Container

Figure 27. Mean ratings for functionality attribute

“Easy to Carry”

92
was normally distributed for each group, as assessed by boxplot and Shapiro-

Wilk test (p < .05), respectively. The assumption of sphericity was violated, as

assessed by Mauchly's Test of Sphericity, χ2(2) 25.165, p < .05. Therefore, a

Greenhouse-Geisser correction was applied (ε = 0.859). The material interaction

elicited statistically significant changes in “Easy to Carry” ratings for the samples,

F(2.577, 278.313) = 14.436, p < .05. The material*condition interaction did not

lead to any statistically significant changes in “Easy to Carry” for the samples,

F(2.577, 278.313) = 2.350, p =.082. Post-hoc analysis with a Bonferroni

adjustment revealed that “easy to carry” rating was statistically significantly

different between the Paperboard and F-flute materials (M = .991, 95% CI [.591

to 1.391], p < .05), Paperboard and EPS materials (M = .936, 95% CI [.518 to

1.355], p < .05), but not between the, F-Flute and EPS (M = .055, 95% CI [-.306

to .415], p =1), F-Flute and Paper wrap (M = .464, 95% CI [-.044 to .971],

p=.094), EPS and Paper wrap (M = .409, 95% CI [-.080 to .899], p =.160) .

The significance observed between containers based on the “Easy to

Carry” attribute show that the F-flute and EPS containers were perceived by

participants to be significantly better than the Paperboard container when it

comes to portability. The Paperboard container had the lowest mean ratings for

the “Easy to Carry” attribute, but was not rated significantly lower than the paper

wrap. These results suggest that when companies are looking for fast food

packaging that is considered portable and easy to carry from a consumer

93
perspective they should look into an F-flute or EPS container but avoid a

Paperboard container.

Credence Attributes

7 Condition
Burger
b b Chicken
6
Error Bars: +/- 1 SE
a a a a
5
Mean Rating

4 c
c
3
5.51
5.24
4.55 4.38 4.55
2 4.02

3.18
2.49
1

0
Paperboard F-flute EPS Paper wrap

Container

Figure 28. Mean ratings for credence attribute Natural

The mean ratings based on the credence attribute “Natural” can be seen

in Figure 28. A repeated measures ANOVA was conducted to determine whether

there were statistically significant differences in the mean ratings based on

attribute “Natural” with the four material “Natural” ratings as a source of variance

and also the material “Natural” ratings within conditions (material*condition) as a

source of variance. There were no outliers and the data was normally distributed

for each group, as assessed by boxplot and Shapiro-Wilk test (p < .05),

94
respectively. The assumption of sphericity was violated, as assessed by

Mauchly's Test of Sphericity, χ2(2) 28.441, p < .05. Therefore, a Greenhouse-

Geisser correction was applied (ε = 0.861). The material interaction elicited

statistically significant changes in “Natural” ratings for the samples, F(2.582,

278.830) = 56.482, p < .05. The material*condition interaction did not lead to any

statistically significant changes in “natural” for the samples, F(2.582, 278.830) =

2.494, p =.062. Post-hoc analysis with a Bonferroni adjustment revealed that

“Natural” rating was statistically significantly different between the Paperboard

and F-flute (M = .909, 95% CI [.525 to 1.293], p < .05), Paperboard and EPS (M

= .1.527, 95% CI [1.001 to 2.054], p < .05), F-flute and EPS (M = 2.436, 95% CI

[1.832 to 3.041], p < .05), F-flute and Paper wrap (M = 1.091, 95% CI [.580 to

1.602], p < .05), EPS and Paper wrap (M = 1.345, 95% CI [.812 to 1.879], p <

.05), but not between the Paperboard and Paper wrap (M = .182, 95% CI [-2.82

to .645], p=1). T

The significance observed between containers based on the “Natural”

attribute show that the F-flute container was perceived by participants to be

significantly more natural that all other containers. The EPS container had the

lowest mean ratings for the “Natural” attribute, and was rated significantly less

natural than all other containers presented, meaning participants perceived it to

be the least natural container. The Paper wrap and Paperboard containers had

similar mean “Natural” ratings and were not significantly different. These results

95
suggest that when companies are looking for fast food packaging considered

natural from a consumer perspective they should look into an F-flute but avoid

EPS containers.

The mean ratings based on the credence attribute “Environmentally

Friendly” can be seen in Figure 29. A repeated measures ANOVA was conducted

to determine whether there were statistically significant differences in the mean

ratings based on attribute “Environmentally Friendly” with the four material

“Environmentally Friendly” ratings as a source of variance and also the material

“Environmentally Friendly” ratings within conditions (material*condition) as a

source of variance. There were no outliers and the data was normally distributed

for each group, as assessed by boxplot and Shapiro-Wilk test (p < .05),

7 Condition
Burger
6 b b Chicken
Error Bars: +/- 1 SE
a a a
5 a
Mean Rating

3
c c
5.20 5.09
4.47 4.56 4.56
4.18
2

2.44 2.55
1

0
Paperboard F-flute EPS Paper wrap

Container

Figure 29. Mean ratings for credence attribute

Environmentally Friendly

96
respectively. The assumption of sphericity was violated, as assessed by

Mauchly's Test of Sphericity, χ2(2) 24.434, p < .05. Therefore, a Greenhouse-

Geisser correction was applied (ε = 0.871). The material interaction elicited

statistically significant changes in “Environmentally Friendly” ratings for the

samples, F(2.613, 282.174) = 70.494, p < .05. The material*condition interaction

did not lead to any statistically significant changes in “Environmentally Friendly”

for the samples, F(2.613, 282.174) = .602, p =.591. Post-hoc analysis with a

Bonferroni adjustment revealed that “Environmentally Friendly” rating was

statistically significantly different between the Paperboard and F-flute (M = .627,

95% CI [.246 to 1.008], p < .05), Paperboard and EPS (M = 1.918, 95% CI [1.396

to 2.440], p < .05), F-flute and EPS (M = 2.545, 95% CI [1.983 to 3.107], p < .05),

F-flute and Paper wrap (M = .773, 95% CI [.310 to 1.236], p < .05), EPS and

Paper wrap (M = 1.773, 95% CI [1.201 to 2.345], p < .05), but not between the

Paperboard and Paper wrap (M = .145, 95% CI [-2.82 to .583], p=1).

The significance observed between containers based on the

“Environmentally Friendly” attribute show that the F-flute container was perceived

by participants to be significantly more environmentally friendly than all other

containers. The EPS container had the lowest mean ratings for the

“Environmentally Friendly” attribute, and was rated significantly less

environmentally friendly than all other containers presented, meaning participants

perceived it to be the least environmentally friendly container. The Paper wrap

97
and Paperboard containers had similar mean “Environmentally Friendly” ratings

and were not significantly different. These results suggest that when companies

are looking for fast food packaging considered environmentally friendly from a

consumer perspective they should look into an F-flute but avoid EPS containers.

The mean ratings based on the credence attribute “Modern” can be seen

in Figure 30. A repeated measures ANOVA was conducted to determine whether

there were statistically significant differences in the mean ratings based on

attribute “Modern” with the four material “Modern” ratings as a source of variance

and also the material “Modern” ratings within conditions (material*condition) as a

source of variance. There were no outliers and the data was normally distributed

for each group, as assessed by boxplot and Shapiro-Wilk test (p < .05),

respectively. The assumption of sphericity was violated, as assessed by

Mauchly's Test of Sphericity, χ2(2) 12.978, p < .05. Therefore, a Greenhouse-

Geisser correction was applied (ε = 0.924). The material interaction elicited

statistically significant changes in “Modern” ratings for the samples, F(2.772,

299.388) = 38.801, p < .05. The material*condition interaction did not lead to any

statistically significant changes in “Modern” for the samples, F(2.772, 299.388) =

.175, p =.901. Post-hoc analysis with a Bonferroni adjustment revealed that

“Modern” rating was statistically significantly different between the Paperboard

and EPS (M = .645, 95% CI [.056 to 1.235], p < .05), Paperboard and Paper

wrap (M = 1.745, 95% CI [1.207 to 2.284], p <.05), F-flute and EPS (M = .882,

98
 7 Condition
Burger
6 a a Chicken
a a Error Bars: +/- 1 SE

5 b b

c c
Mean Rating
4

3
5.11 4.98
4.82 4.80
4.11 4.22
2

3.00 3.13

0
Paperboard F-flute EPS Paper wrap

Container

Figure 30. Mean ratings for credence attribute Modern

95% CI [.308 to 1.456], p < .05), F-flute and Paper wrap (M = 1.982, 95% CI

[1.424 to 2.540], p < .05), EPS and Paper wrap (M = 1.100, 95% CI [.580 to

1.620], p < .05), but not between the Paperboard and F-flute (M = .236, 95% CI [-

.693 to .221], p =1).

The significance observed between containers based on the “Modern”

attribute show that the Paperboard and F-flute containers were perceived by

participants to be significantly more modern than the EPS or Paper wrap. The

Paper wrap had the lowest mean ratings for the “Modern” attribute, and was

rated significantly less modern than all other containers presented, meaning

participants perceived it to be the least modern container. The F-Flute and

Paperboard containers had similar mean “Modern” ratings and were not

significantly different. These results suggest that when companies are looking for

99
fast food packaging that is considered modern from a consumer perspective they

should look into an F-flute or Paperboard container.

7 Condition

c Burger
6 c a Chicken
a a a Error Bars: +/- 1 SE

b
Mean Rating

4
b
3
5.56
5.29 5.11
4.80 4.95 4.82

2
3.24
3.00

0
Paperboard F-flute EPS Paper wrap

Container

Figure 31. Mean ratings for credence attribute Neat

The mean ratings based on the credence attribute “Neat” can be seen in

Figure 31. A repeated measures ANOVA was conducted to determine whether

there were statistically significant differences in the mean ratings based on

attribute “Neat” with the four material “Neat” ratings as a source of variance and

also the material “Neat” ratings within conditions (material*condition) as a source

of variance. There were no outliers and the data was normally distributed for

each group, as assessed by boxplot and Shapiro-Wilk test (p < .05), respectively.

The assumption of sphericity was violated, as assessed by Mauchly's Test of

Sphericity, χ2(2) 14.805, p < .05. Therefore, a Greenhouse-Geisser correction

100
was applied (ε = 0.918). The material interaction elicited statistically significant

changes in “Neat” ratings for the samples, F(2.755, 297.514) = 55.560, p < .05.

The material*condition interaction did not lead to any statistically significant

changes in “Neat” for the samples, F(2.755, 297.514) = 1.056, p =.364. Post-hoc

analysis with a Bonferroni adjustment revealed that “Neat” rating was statistically

significantly different between the Paperboard and F-flute (M = .555, 95% CI

[.083 to 1.027], p =.012), Paperboard and Paper wrap (M = 1.755, 95% CI [1.175

to 2.334], p <.05), F-flute and EPS (M = .464, 95% CI [.040 to .887], p < .05), F-

flute and Paper wrap (M = 2.309, 95% CI [1.745 to 2.873], p < .05), EPS and

Paper wrap (M = 1.845, 95% CI [1.300 to 2.391], p < .05), but not between the

Paperboard and EPS (M = .091, 95% CI [.411 to .593], p =1).

The significance observed between containers based on the “Neat”

attribute show that the F-flute container was perceived by participants to be

significantly neater than any of the other containers. The Paper wrap had the

lowest mean ratings for the “Neat” attribute, and was rated significantly less neat

than all other containers presented, meaning participants perceived it to be the

least neat container. The Paperboard and EPS containers had similar mean

“Neat” ratings and were not significantly different. These results suggest that

when companies are looking for fast food packaging that is considered neat from

a consumer perspective they should look into an F-flute container and should

avoid a Paper wrap.

101
 7 Condition
Burger
6 Chicken
b b Error Bars: +/- 1 SE
a a
5 a a
Mean Rating

4
c c
3

5.02 4.93
4.44 4.49
2 3.96 4.02

2.96 2.96

0
Paperboard F-flute EPS Paper wrap

Container

Figure 32. Mean ratings for credence attribute

Premium

The mean ratings based on the credence attribute “Premium” can be seen

in Figure 32. A repeated measures ANOVA was conducted to determine whether

there were statistically significant differences in the mean ratings based on

attribute ““Premium” with the four material “Premium” ratings as a source of

variance and also the material “Premium” ratings within conditions

(material*condition) as a source of variance. There were no outliers and the data

was normally distributed for each group, as assessed by boxplot and Shapiro-

Wilk test (p < .05), respectively. The assumption of sphericity was violated, as

assessed by Mauchly's Test of Sphericity, χ2(2) 14.117, p < .05. Therefore, a

Greenhouse-Geisser correction was applied (ε = 0.914). The material interaction

elicited statistically significant changes in “Premium” ratings for the samples, lead

102
to any statistically significant changes in “Premium” for the samples, F(2.743,

296.261) = .055, p =.977. Post-hoc analysis with a Bonferroni adjustment

revealed that “Premium” rating was statistically significantly different between the

Paperboard and F-flute (M = .509, 95% CI [.034 to .984], p < .05), Paperboard

and Paper wrap (M = 1.500, 95% CI [.905 to 2.095], p <.05), F-flute and EPS (M=

.982, 95% CI [.040 to 1.531], p < .05), F-flute and Paper wrap (M = 2.009, 95%

CI [1.383 to 2.635], p < .05), EPS and Paper wrap (M = 1.027, 95% CI [.499 to

1.555], p < .05) but not between the Paperboard and EPS (M = .473, 95% CI [-

.075 to 1.020], p =.133).

The significance observed between containers based on the “Premium”

attribute show that the F-flute container was perceived by participants to be

significantly more premium than all other containers. The Paper wrap had the

lowest mean ratings for the “Premium” attribute, and was rated significantly less

premium than all other containers presented, meaning participants perceived it to

be the least premium container. The Paperboard and EPS containers had similar

mean “Premium” ratings and were not significantly different. These results

suggest that when companies are looking for fast food packaging that is

considered premium from a consumer perspective they should look into an F-

flute container and should avoid a Paper wrap.

103
Preference and Ranking

The preference data for how often each container was selected can be

seen in Figure 33. A chi-square goodness-of-fit test was done for participants

who selected a preference (N=106), the “None” preference was not included.

Table 5 shows the observed and expected values and Table 6 lists the test

statistic, which is not statistically significant: χ2(2) = 2.302, p =.512. From this we

can conclude that there is no statistically significant difference in the preference

of container material between participants existed. The F-flute container was

selected most frequently (N=26), the Paper wrap was selected least frequently

(N=21).

30%

25%

20%
Percent

15%
29.1%
23.6% 24.5%
10%
19.1%

5%

3.6%
0%
Paperboard E-flute EPS Paper wrap None
Material

Figure 33. Chart displaying percentages for how

often each container was selected.

104
 Table 5
Preference Selection
Preference
Observed N Expected N Residual
Paperboard 26 26.5 -.5
F-flute 32 26.5 5.5
EPS 27 26.5 .5
Paperwrap 21 26.5 -5.5
Total 106

Table 6
Preference Chi-square

Test Statistics
Preference
a
Chi-Square 2.302
df 3
Asymp. Sig. .512
a. 0 cells (0.0%) have
expected frequencies less than
5. The minimum expected cell
frequency is 26.5.

Prefer
1
0.91% Paperboard
E-flute
11 EPS
10.00% Paper wrap
14 None
Chicken
12.73%
15
13.64%
14
12.73%
Condition

3
2.73%
10
9.09%

Burger 13
11.82%
17
15.45%
12
10.91%

0 5 10 15 20

Count
Figure 34. Chart displaying how often each
container was selected in each of the conditions

105
 Preference data for how often each container was selected in each

condition can be seen in Figure 34. A chi-square goodness-of-fit test was done

for participants in each condition who selected a preference (Burger N=52;

Chicken N= 54), the “None” preference was not included. Table 7 shows the

Burger condition observed and expected values and Table 8 lists the test

statistic, which is not statistically significant: χ2(2) = 2.00, p =.572. Table 9 shows

the Chicken condition observed and expected values and Table 10 lists the test

statistic, which is not statistically significant: χ2(2) = .667, p =.881.

Table 7 Table 8
Burger Preference Selection Burger Chi-Square
Burger Preference Test Statistics
Observed N Expected N Residual Burger Pref
Paperboard 12 13.0 -1.0 Chi-Square 2.000a
F-flute 17 13.0 4.0 df 3
EPS 13 13.0 .0 Asymp. Sig. .572
Paperwrap 10 13.0 -3.0 a. 0 cells (0.0%) have
Total 52 expected frequencies less than
5. The minimum expected cell
frequency is 13.0.

Table 9 Table 10
Chicken Preference Selection Chicken Chi-Square
Chicken Preference Test Statistics
Observed N Expected N Residual Chicken Pref
Paperboard 14 13.5 .5 Chi-Square .667a
F-flute 15 13.5 1.5 df 3
EPS 14 13.5 .5 Asymp. Sig. .881
Paper wrap 11 13.5 -2.5 a. 0 cells (0.0%) have
Total 54 expected frequencies less than
5. The minimum expected cell
frequency is 13.5.

106
 The preference data showed no significant preference overall or in each

condition for the containers. The F-flute container was selected the most and the

Paper wrap was selected the least overall as well as in each condition (Burger

and Chicken). While these results are not significant it they do indicate a possible

difference in preference between the F-flute and Paper wrap. The ranking data

collected is presented below in Table 11 as a Borda count table and by the mean

ratings in Table 12. Both ranking methods produced the same rank outcome. The

F-flute container was ranked as most willing to re-purchase followed by the

Paperboard container, then the EPS container, and finally the Paper wrap. Re-

purchase intent is an important factor in QSRs, this type of ranking data where

participants compare all stimuli is useful to understand consumer preference.

Table 11
Rank Borda Count
1 2 3 4 Total Rank
Paperboard 120 81 62 21 284 2
F-Flute 132 99 52 17 300 1
EPS 104 90 54 26 274 3
Paper wrap 80 57 50 45 232 4

Table 12
Rank Mean Rating

Mean Rating Rank

Paperboard !"#$% !
F-Flute !"!% &
EPS !"'(% #
Paper wrap !"() '

107
 CHAPTER SIX

CONCLUSIONS

Fast food has become a major component of the American diet, and the

increase in fast-food use in the United States is likely to continue (Paeratakul &

Ferdinand, 2003). The purpose of this research was to determine if consumer

quality perception of food products in quick-service restaurants varied depending

on the material properties of the packaging in which the food product was

presented.

By testing in a realistic QSR environment and using common foodservice

packaging styles and materials, the research was extremely relevant to the

current fast food industry. Nearly all of the participants in the full scale and pilot

study were part of the target market age range for the fast food industry. Based

on the sensory attribute mean ratings it can be concluded that sensory food

quality perception does not vary depending on packaging material. However,

from the significance found between the participant ratings for certain materials

based on functionality and credence attributes it can be concluded that materials

are perceived differently and can impact the overall consumer perception.

Participant preference and ranking data revealed interesting trends and

distinctions between materials and showed which materials were considered

appropriate for each condition.

108
 New food products are constantly added to the menu in QSRs, it is

important for restaurants to pay attention to consumer trends and work to

understand consumer needs. Quick-service restaurants in particular present a

challenge because of constantly changing consumer trends and unique nature of

the product and packaging interaction. This research has only started to touch on

the many components of the overall consumer experience in the restaurant

industry. While no significance was found between the four materials based on

the sensory attribute ratings, the packaging materials were perceived fairly

different based on the functionality and credence attributes. Research into

packaging characteristics consumers consider important could help the

foodservice industry be more in touch and deliver a more thoroughly developed

foor product. In order to improve consumers perceived quality, attributes that are

most important to consumers much be thoroughly understood and then in turn

used to alter and test new food products and their packaging.

109
 CHAPTER SEVEN

RECOMMENDATIONS

The goal of this study was to explore the variance between sensory,

functionality, and credence attribute ratings depending on packaging material the

food product was presented in. There are a number of properties including

package color, shape, size, branding, and weight, which should be included in

future research since the material is only part of the food presentation to

consumers. Future studies could also take price into consideration, since the

majority of sustainable packaging options are more expensive to implement. The

pilot study results suggested participants considered sustainability an important

characteristic of fast food packaging, however the sustainable options presented

did not receive high ratings for the extrinsic attributes such as appeal and

attractiveness. It would be interesting to see if the ratings for these attributes

could be manipulated using graphics and branding applied to the packaging.

If foodservice packaging suppliers and QSR companies had an

understanding of attributes required by consumers in QSR packaging the results

could then be applied and used to develop new packaging along with food

products. Additional packaging materials should be tested and compared as well,

especially due to the ever-changing consumer trends present in the QSR industry

and continuous advances in food packaging materials. This experiment could

also be adapted to apply in other restaurant segments and food service outlets.

110
APPENDICES

111
 Appendix A

Background Research and Information

Table A1. Retail audit summary

Sandwich Package Style Material

McDonaldʼs Clamshell Paperboard

Wendyʼs Clamshell/ Paper wrap/ Half box Paperboard, Greaseproof/ wax coated paper

Burger King Clamshell/ Paper wrap Paperboard

Sonic Drive-Inn Paper/foil bag Greaseproof/ wax coated paper foil laminate

Jack In The Box Paper wrap/ half box Paperboard

Dairy Queen Paper wrap Greaseproof/ wax coated paper

Hardeeʼs Paper wrap Greaseproof/ wax coated paper

Carlʼs Jr Paper wrap Greaseproof/ wax coated paper

Whataburger Paper wrap Greaseproof/ wax coated paper

Five Guys Burgers & Fries Foil Wrap Aluminum foil sheet

Steak ʻn Shake Paper wrap Greaseproof/ wax coated paper

Culverʼs Paper wrap/ clamshell Paperboard

Checkers/Rallyʼs Paper wrap Greaseproof/ wax coated paper

White Castle Box Paperboard

In-N-Out Burger Paper bag Greaseproof/ wax coated paper

Krystal Box Paperboard

112
Table A2. Detailed Material Information From Pilot Study

Day Material ID number Specs Image Additional Info

Day 1

Styrofoam. Secure closure. High-insulation

5" (2.88" x 5.13" x 5.38") Medium keeps food hot/cold for transporting and
Sandwich Foam Hinged Lid Carryout storing. (DCC 85HT1, DCC 85HT2 and
EPS Clamshell 170
Containers Dart DCC 50HT1 - Case of DCC 205HT1 containers feature
500 Performer™ perforated hinge, allowing the
containerʼs lid to be easily

This 5" x 5" x 3" clear hinged lid plastic

container is a perfect way to send desserts,
pastries, salads, and specialty sandwiches
5" x 5" x 3" Clear Hinged Lid Plastic Conta
home with your customers! It provides a
Clear Clamshell 236 iner 500/CS. OPS construction. (5.25" x
solid seal to maintain product freshness
5.625" x 2.75")
and reduce leaks, while its crystal clear
construction promotes excellent product
visibility. Sold 500 per case.

Bagasse is made from sugar cane fiber

6" Bagasse Hamburger Clamshell IFN
waste left after juice extraction. 100%
Bio Clamshell 430 Green 29-2001 - Case of 500 (6" x 6" x
decomposable and biodegradable.
3.4")
Microwave and freezer safe.

Day 2

14pt International Paper Paperboard

14 pt Clamshell White 852 Oil and grease resistant coating applied.
Everest Folio (5.75" x 5.75" x 3")

Outside printed with Epson Stylus Pro

14pt International Paper Paperboard
14 pt Clamshell Red 305 7900, color is Pantone 485. Oil and grease
Everest Folio (5.75" x 5.75" x 3")
resistant coating applied.

16pt MeadWestvaco Custom Kote

14 pt Clamshell Kraft 709 Oil and grease resistant coating applied.
Paperboard (5.75" x 5.75" x 3")

Day 3

Pop-up sheets have added wet strength for

improved performance and greater
DeliWrap Wax unprinted food safe sheet economy. 100% microwaveable. 500
Paper Wraps 654
Oil and grease resistant (15" x 15") sheets per pack; 12 packs per case (6,000
sheets). 6 x 10 Eco-Pac Natural Interfolded
Dry Wax Paper

Reynolds foil sheets are precut and perfect

Reynolds Wrapper Pre Cut Pop-up Foil for cooking, grilling, eating on the go. Case
Foil Wraps 321
Sheets (14"x10.25") includes 24 – 25-ct. boxes of 14x10¼"
Reynolds® Wrappers™ pop-up foil sheets. 

Pratt Industries E-Flute Corrugated Board

E-flute Clamshell 752 Clay coated on one side.
(5.75" x 5.75" x 3")

113
Table A3. Detailed Material Information From Full Scale Study

Material/container ID number Specs Image Description

Dart 60HT1 white foam 1 compartment

container with a perforated hinged lid that
can be removed cleanly. Preferred by
Dart 60HT1 6" x 6" x 3" White Foam
EPS Clamshell 180 diners as an easy way to share carryout
Hinged Lid Container 500/CS
meals and reduce clutter while dining.
Insulated to maintain food's proper serving
temperature. 

Recyclable and compostable, White interior

Southern Champion Tray 0705 Solid
and exterior, 1 pc. Clamshell construction.
Bleached Sulfate Paperboard White
14 pt Paperboard Top locks in place when closed. Sturdy
602 Hamburger Clamshell Food Container, 4-
Clamshell White packaging made from premium
3/8" Length x 4-3/8" Width x 3-3/8" Height
paperboard. Made in the USA from
(Case of 500)
renewable resources

Pop-up sheets have added wet strength for

improved performance and greater
DeliWrap Wax unprinted food safe sheet economy. 100% microwaveable. 500
Paper Wraps 532
Oil and grease resistant (15" x 15") sheets per pack; 12 packs per case (6,000
sheets). 6 x 10 Eco-Pac Natural Interfolded
Dry Wax Paper

This 4" x 4" x 3" white corrugated clamshell

take-out container is designed specifically
for your mouth-watering burger creations!
Micro-flute insulation preserves your food
temperature and appearance by
eliminating condensation within each box.
Hamburger Corrugated Clamshell Take-
F-flute Clamshell 983 For a secure closure, a handy locking
Out Box 400/CS - 4" x 4" x 3"
feature will keep your burger safe and
sound until its final destination. Each
corrugated clamshell take-out features an
attractive white exterior and a kraft interior.
Measures 4"L x 4"W x 3"D. Sold 400 per
case.

114
Table A4. Full Scale Study Latin Square Experimental Design

1 Paperboard F-Flute Paper wrap EPS

2 F-Flute EPS Paperboard Paper wrap

3 EPS Paper wrap F-Flute Paperboard

4 Paper wrap Paperboard EPS F-Flute

115
 Appendix B

Pilot Study Results

Figure B1. Mean ratings of materials for attribute Appealing

Appealing!
6!
5.5!
5!
4.5!
4!
Mean Rating!

3.5!
3!
2.5!
2!
1.5!
1!
0.5!
0!
e!

d!

S!

e!

)!
p!
p!

rd

rd

PS
ut

ar

ss
ra
ra

EP
oa

oa
fl

bo
rW
lW

ga

(O
E-

rb

rb

er

Ba
pe

pe
i

pe

ar
Fo

ap

le
Pa

Pa
Pa

tP

C
te

ge

af
hi

Kr
W

ra
O

116
 Mean Rating! Mean Rating!

2!
4!
6!
2!
4!
6!

0!
0.5!
1!
1.5!
2.5!
3!
3.5!
4.5!
5!
5.5!
0!
0.5!
1!
1.5!
2.5!
3!
3.5!
4.5!
5!
Fo Fo 5.5!
i lW i lW
ra ra
Pa p! Pa p!
pe pe
rW rW
ra ra
p! p!

W E- W E-
hi flu hi flu
te te te te
Pa ! Pa !
O pe O pe
rb
ra rb ra
ng oa ng oa
e rd e rd
Pa ! Pa !
pe pe
rb Kr rb

117
Kr oa oa
Neat!

af rd af rd
!

Messy!
tP ! tP
ap ap
er er
bo bo
ar ar
d! d!

EP EP
Figure B2. Mean ratings of materials for attribute Neat

S! S!

Figure B3. Mean ratings of materials for attribute Messy

Ba Ba
ga ga
ss ss
C e! C e!
le le
ar ar
(O (O
PS PS
)! )!
 Mean Rating! Mean Rating!

2!
4!
6!

2!
4!
6!
0!
0.5!
1!
1.5!
2.5!
3!
3.5!
4.5!
5!
5.5!

0!
0.5!
1!
1.5!
2.5!
3!
3.5!
4.5!
5!
5.5!
Fo Fo
i lW i lW
ra ra
Pa p! Pa p!
pe pe
rW rW
ra ra
p! p!

W E- W E-
hi flu hi flu
te te te te
Pa ! Pa !
O pe
rb O pe
rb
ra ra
ng oa ng oa
e rd e rd
Pa ! Pa !
p er pe
Kr bo Kr rb
oa

118
af ar af

Tasty!
rd
tP d! tP !
ap ap
er er
High Quality!

bo bo
ar ar
d! d!

EP EP
S !
S!

Figure B5. Mean ratings of materials for attribute Tasty

Ba Ba
ga ga
ss ss
C e! C e!
le le
ar
Figure B4. Mean ratings of materials for attribute High Quality

ar
(O (O
PS PS
) ! )!
 Mean Rating! Mean Rating!

2!
4!
6!

2!
4!
6!
0!
0.5!
1!
1.5!
2.5!
3!
3.5!
4.5!
5!
5.5!

0!
0.5!
1!
1.5!
2.5!
3!
3.5!
4.5!
5!
5.5!
Fo Fo
i lW i lW
ra ra
Pa p! Pa p!
pe pe
rW rW
ra ra
p! p!

W E- W E-
hi flu hi flu
te te te te
Pa ! Pa !
O p er O pe
ra bo ra rb
ng ar ng oa
e e rd
Pa d! Pa !
p er pe
Kr bo Kr rb

119
ar oa
af af rd

Fresh!
tP d! tP !
ap ap
Attractive!

er er
bo bo
ar ar
d! d!

EP EP
S! S!

Figure B7. Mean ratings of materials for attribute Fresh

Ba Ba
ga ga
Figure B6. Mean ratings of materials for attribute Attractive

ss ss
C e! C e!
le le
ar ar
(O (O
PS PS
)! )!
Figure B8. Mean ratings of materials for attribute Re-purchasable

Repurchasable!
6!

5.5!
5!

4.5!

4!
Mean Rating!

3.5!

3!

2.5!
2!

1.5!

1!
0.5!

0!
!

d!

S!

e!

)!
!
p!
p!

te

rd

rd

PS
ar

ss
ra
ra

EP
flu

oa

oa
rW

bo
lW

ga

(O
E-

rb

rb

er

Ba
pe

pe
i

pe

ar
Fo

ap

le
Pa

Pa
Pa

tP

C
te

af
ng
hi

Kr
W

ra
O

Figure B9. Mean ratings of materials for attribute Appealing

Premium!
6!

5.5!

5!

4.5!

4!
Mean Rating!

3.5!
3!

2.5!

2!

1.5!
1!

0.5!

0!
!

d!

e!

!
d!
p!
p!

te

rd

)
PS
ar

ss
ar
ra
ra

EP
flu

oa
rW

bo
bo
lW

ga

(O
E-

rb

er
er

Ba
pe
i

pe

ar
Fo

ap
p

le
Pa

Pa
Pa

tP

C
te

af
ng
hi

Kr
W

ra
O

120
 Appendix C

Pilot Study Data and Statistical Analysis

C1. Demographic Data

Age Range Ethnicity
18-20 8.45% American Indian or Alaskan Native 1.41%
21-29 30.99% Asian / Pacific Islander 5.63%
30-39 29.58% Black or African American 7.04%
40-49 12.68% Hispanic American 4.23%
50-59 16.90% White / Caucasian 81.69%
60+ 1.41%

Marital Status
Gender Married 38.03%
Male 53.52% Widowed 0.00%
Female 46.48% Divorced 9.86%
Other 0.00% Separated 0.00%
Never Married 52.11%

Average Household Income

$0-$24,999 14.08% Number of People in Household
$25,000-$49,999 2.82% 1 21.13%
$50,000-$74,999 9.86% 2 45.07%
$75,000-$99,999 16.90% 3 19.72%
$100,000-$124,999 18.31% 4 7.04%
$125,000-$149,999 9.86% 5 5.63%
$150,000-$174,999 9.86% 6 1.41%
$175,000-$199,999 9.86%
$200,000 and up 8.45%

Education Level
Less than High School Degree 0.00%
High school degree or equivalent 5.63%
Some College No Degree 19.72%
Associate Degree 1.41%
Bachelor Degree 47.89%
Graduate Degree 25.35%

121
C2. Fast Food Preferences

How often do you eat fast food?

Almost Daily 4.23%

Not everyday but more than once a week 36.62%
A few times a month, at most 42.25%
Rarely or never 16.90%

For which meal do you most often eat fast food?

Breakfast 7.04%
Lunch 67.61%
Dinner 23.94%
As a snack in between meals 1.41%

Where do you normally eat fast food?

In Car 40.85%
Inside the restaurant 19.72%
At home 21.13%
At work 18.31%

122
C3. Day 1

Appeal (Clear/OPS, Bagasse, EPS)

GET
FILE='/Users/ekthackston/Desktop/cucafe_day1.sav'. Within-Subjects Factors
DATASET NAME DataSet3 WINDOW=FRONT. Measure: Appealing
GLM appealing1 appealing2 appealing3 Material Dependent Variable
/WSFACTOR=Material 3 Polynomial 1 appealing1
/MEASURE=Appealing 2 appealing2
/METHOD=SSTYPE(3) 3 appealing3
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/PRINT=DESCRIPTIVE Descriptive Statistics
!
/CRITERIA=ALPHA(.05) Mean Std. Deviation N
/WSDESIGN=Material. Clear (OPS) 3.5455 1.65406 22
General Linear Model Bagasse 3.6818 1.46015 22
[DataSet3] /Users/ekthackston/Desktop/cucafe_day1.sav EPS 4.3636 1.52894 22

! a
Mauchly's Test of Sphericity
Measure: Appealing
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .910 1.885 2 .390 .917 1.000 .500
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is proportional to an
identity matrix.
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in the Tests of
Within-Subjects Effects table.
!Tests of Within-Subjects Effects
Measure: Appealing
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 8.455 2 4.227 17.386 .000
Greenhouse-Geisser 8.455 1.835 4.607 17.386 .000
Material
Huynh-Feldt 8.455 2.000 4.227 17.386 .000
Lower-bound 8.455 1.000 8.455 17.386 .000
Sphericity Assumed 10.212 42 .243
Greenhouse-Geisser 10.212 38.535 .265
Error(Material)
Huynh-Feldt 10.212 42.000 .243
Lower-bound 10.212 21.000 .486

!Estimates
Measure: Appealing
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 3.545 .353 2.812 4.279
2 3.682 .311 3.034 4.329
3 4.364 .326 3.686 5.042

!
Pairwise Comparisons
Measure: Appealing
b b
(I) Material (J) Material Mean Difference (I- Std. Error Sig. 95% Confidence Interval for Difference
J) Lower Bound Upper Bound
2 -.136 .136 .986 -.491 .218
1 *
3 -.818 .169 .000 -1.259 -.377
1 .136 .136 .986 -.218 .491
2 *
3 -.682 .138 .000 -1.040 -.323
*
1 .818 .169 .000 .377 1.259
3 *
2 .682 .138 .000 .323 1.040
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.
!

123
 Within-Subjects Factors
Measure: Neat
Material Dependent Variable
1 neat1
Neat (Clear/OPS, Bagasse, EPS) 2 neat2
GLM neat1 neat2 neat3 3 neat3
/WSFACTOR=Material 3 Polynomial
/MEASURE=Neat !
/METHOD=SSTYPE(3)
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/PRINT=DESCRIPTIVE Descriptive Statistics
/CRITERIA=ALPHA(.05) Mean Std. Deviation N
/WSDESIGN=Material. Clear (OPS) 4.1818 1.33225 22
General Linear Model Bagasse 4.9545 1.25270 22
EPS 5.1818 .90692 22
[DataSet3] /Users/ekthackston/Desktop/cucafe_day1.sav
a
Mauchly's Test of Sphericity
!
Measure: Neat
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .953 .961 2 .618 .955 1.000 .500
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is proportional to an
identity matrix.
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in the Tests of
Within-Subjects Effects table.
!Tests of Within-Subjects Effects
Measure: Neat
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 12.091 2 6.045 38.613 .000
Greenhouse-Geisser 12.091 1.910 6.329 38.613 .000
Material
Huynh-Feldt 12.091 2.000 6.045 38.613 .000
Lower-bound 12.091 1.000 12.091 38.613 .000
Sphericity Assumed 6.576 42 .157
Greenhouse-Geisser 6.576 40.118 .164
Error(Material)
Huynh-Feldt 6.576 42.000 .157
Lower-bound 6.576 21.000 .313

!
Estimates
Measure: Neat
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 4.182 .284 3.591 4.773
2 4.955 .267 4.399 5.510
3 5.182 .193 4.780 5.584

!
Pairwise Comparisons
Measure: Neat
b b
(I) Material (J) Material Mean Difference (I- Std. Error Sig. 95% Confidence Interval for Difference
J) Lower Bound Upper Bound
*
2 -.773 .113 .000 -1.066 -.480
1 *
3 -1.000 .132 .000 -1.342 -.658
*
1 .773 .113 .000 .480 1.066
2
3 -.227 .113 .170 -.520 .066
*
1 1.000 .132 .000 .658 1.342
3
2 .227 .113 .170 -.066 .520
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.
!

124
 Within-Subjects Factors
Messy (Clear/OPS, Bagasse, EPS) Measure: Messy
GLM messy1 messy2 messy3
/WSFACTOR=Material 3 Polynomial Material Dependent Variable
/MEASURE=Messy 1 messy1
/METHOD=SSTYPE(3) 2 messy2
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI) 3 messy3
/PRINT=DESCRIPTIVE
/CRITERIA=ALPHA(.05)
Descriptive Statistics
! Mean Std. Deviation N
/WSDESIGN=Material. Clear (OPS) 2.9091 1.44450 22
Bagasse 2.1818 1.18065 22
General Linear Model
EPS 2.6364 1.29267 22
[DataSet3] /Users/ekthackston/Desktop/cucafe_day1.sav

Mauchly's !Test of Sphericity

a

Measure: Messy
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .954 .941 2 .625 .956 1.000 .500
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is proportional to an
identity matrix.
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in the Tests of
Within-Subjects Effects table.
!Tests of Within-Subjects Effects
Measure: Messy
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 5.939 2 2.970 23.124 .000
Greenhouse-Geisser 5.939 1.912 3.106 23.124 .000
Material
Huynh-Feldt 5.939 2.000 2.970 23.124 .000
Lower-bound 5.939 1.000 5.939 23.124 .000
Sphericity Assumed 5.394 42 .128
Greenhouse-Geisser 5.394 40.155 .134
Error(Material)
Huynh-Feldt 5.394 42.000 .128
Lower-bound 5.394 21.000 .257

! Estimates
Measure: Messy
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 2.909 .308 2.269 3.550
2 2.182 .252 1.658 2.705
3 2.636 .276 2.063 3.210

!
Pairwise Comparisons
Measure: Messy
b b
(I) Material (J) Material Mean Difference (I- Std. Error Sig. 95% Confidence Interval for Difference
J) Lower Bound Upper Bound
*
2 .727 .117 .000 .422 1.033
1 *
3 .273 .097 .032 .020 .526
*
1 -.727 .117 .000 -1.033 -.422
2 *
3 -.455 .109 .001 -.737 -.172
*
1 -.273 .097 .032 -.526 -.020
3 *
2 .455 .109 .001 .172 .737
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.
!

125
 Within-Subjects Factors
Measure: RePurchase
! Material Dependent Variable
Re-purchasable (Clear/OPS, Bagasse, EPS) 1 repurchasable1
GLM repurchasable1 repurchasable2 repurchasable3 2 repurchasable2
/WSFACTOR=Material 3 Polynomial 3 repurchasable3
/MEASURE=RePurchase
/METHOD=SSTYPE(3)
!
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/PRINT=DESCRIPTIVE Descriptive Statistics
/CRITERIA=ALPHA(.05) Mean Std. Deviation N
/WSDESIGN=Material. Clear (OPS) 3.6818 1.75625 22
General Linear Model Bagasse 4.1364 1.45718 22
[DataSet3] /Users/ekthackston/Desktop/cucafe_day1.sav EPS 4.6818 1.32328 22

a
Mauchly's Test of Sphericity
Measure: RePurchase
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt
Lower-bound
Geisser
Material .588 10.634 2 .005 .708 .744 .500
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is proportional to an
identity matrix.
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in the Tests of
Within-Subjects Effects table.

!
Tests of Within-Subjects Effects
Measure: RePurchase
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 11.030 2 5.515 12.656 .000
Greenhouse-Geisser 11.030 1.416 7.790 12.656 .000
Material
Huynh-Feldt 11.030 1.489 7.410 12.656 .000
Lower-bound 11.030 1.000 11.030 12.656 .002
Sphericity Assumed 18.303 42 .436
Greenhouse-Geisser 18.303 29.737 .616
Error(Material)
Huynh-Feldt 18.303 31.261 .585
Lower-bound 18.303 21.000 .872

!
Estimates
Measure: RePurchase
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 3.682 .374 2.903 4.460
2 4.136 .311 3.490 4.782
Pairwise
3 Comparisons 4.682 .282 4.095 5.269
Measure: RePurchase
! (I) Material (J) Material Mean Difference (I- Std. Error Sig.
b
95% Confidence Interval for Difference
b

J) Lower Bound Upper Bound

*
2 -.455 .157 .026 -.864 -.045
1 *
3 -1.000 .255 .002 -1.663 -.337
*
1 .455 .157 .026 .045 .864
2 *
3 -.545 .171 .013 -.989 -.102
*
1 1.000 .255 .002 .337 1.663
3 *
2 .545 .171 .013 .102 .989
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.
!

126
 Within-Subjects Factors
Measure: HighQuality
Material Dependent Variable
High Quality (Clear/OPS, Bagasse, EPS) 1 highquality1
GLM highquality1 highquality2 highquality4 2 highquality2
/WSFACTOR=Material 3 Polynomial 3 highquality4
/MEASURE=HighQuality
/METHOD=SSTYPE(3)
!
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/PRINT=DESCRIPTIVE Descriptive Statistics
/CRITERIA=ALPHA(.05) Mean Std. Deviation N
/WSDESIGN=Material. Clear (OPS) 2.6818 1.58524 22
General Linear Model Bagasse 2.9091 1.34196 22
[DataSet3] /Users/ekthackston/Desktop/cucafe_day1.sav EPS 3.5455 1.29935 22

a
Mauchly's Test of Sphericity
!
Measure: HighQuality
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-FeldtLower-bound
Geisser
Material .742 5.964 2 .051 .795 .850 .500
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is proportional to an
identity matrix.
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in the Tests of
Within-Subjects Effects table.

!Tests of Within-Subjects Effects

Measure: HighQuality
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 8.818 2 4.409 14.797 .000
Greenhouse-Geisser 8.818 1.590 5.546 14.797 .000
Material
Huynh-Feldt 8.818 1.699 5.190 14.797 .000
Lower-bound 8.818 1.000 8.818 14.797 .001
Sphericity Assumed 12.515 42 .298
Greenhouse-Geisser 12.515 33.390 .375
Error(Material)
Huynh-Feldt 12.515 35.682 .351
Lower-bound 12.515 21.000 .596

!
Estimates
Measure: HighQuality
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 2.682 .338 1.979 3.385
2 2.909 .286 2.314 3.504
3 3.545 .277 2.969 4.122

!
Pairwise Comparisons
Measure: HighQuality
b b
(I) Material (J) Material Mean Difference (I- Std. Error Sig. 95% Confidence Interval for Difference
J) Lower Bound Upper Bound
2 -.227 .130 .288 -.567 .112
1 *
3 -.864 .201 .001 -1.385 -.342
1 .227 .130 .288 -.112 .567
2 *
3 -.636 .155 .002 -1.039 -.233
*
1 .864 .201 .001 .342 1.385
3 *
2 .636 .155 .002 .233 1.039
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.
!

127
 Within-Subjects Factors
Measure: Tasty
Material Dependent Variable
Tasty (Clear/OPS, Bagasse, EPS) 1 tasty1
GLM tasty1 tasty2 tasty3 2 tasty2
/WSFACTOR=Material 3 Polynomial 3 tasty3
/MEASURE=Tasty
/METHOD=SSTYPE(3)
!
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/PRINT=DESCRIPTIVE Descriptive Statistics
/CRITERIA=ALPHA(.05) Mean Std. Deviation N
/WSDESIGN=Material. Clear (OPS) 3.7273 1.69542 22
General Linear Model Bagasse 3.7727 1.50971 22
[DataSet3] /Users/ekthackston/Desktop/cucafe_day1.sav EPS 4.5455 1.22386 22

a
Mauchly's Test of Sphericity
!
Measure: Tasty
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt
Lower-bound
Geisser
Material .940 1.246 2 .536 .943 1.000 .500
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is proportional to an
identity matrix.
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in the Tests of
Within-Subjects Effects table.

!Tests of Within-Subjects Effects

Measure: Tasty
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 9.303 2 4.652 18.263 .000
Greenhouse-Geisser 9.303 1.886 4.932 18.263 .000
Material
Huynh-Feldt 9.303 2.000 4.652 18.263 .000
Lower-bound 9.303 1.000 9.303 18.263 .000
Sphericity Assumed 10.697 42 .255
Greenhouse-Geisser 10.697 39.608 .270
Error(Material)
Huynh-Feldt 10.697 42.000 .255
Lower-bound 10.697 21.000 .509

!
Estimates
Measure: Tasty
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 3.727 .361 2.976 4.479
2 3.773 .322 3.103 4.442
3 4.545 .261 4.003 5.088

!
Pairwise Comparisons
Measure: Tasty
b b
(I) Material (J) Material Mean Difference (I- Std. Error Sig. 95% Confidence Interval for Difference
J) Lower Bound Upper Bound
2 -.045 .139 1.000 -.408 .317
1 *
3 -.818 .169 .000 -1.259 -.377
1 .045 .139 1.000 -.317 .408
2 *
3 -.773 .146 .000 -1.153 -.393
*
1 .818 .169 .000 .377 1.259
3 *
2 .773 .146 .000 .393 1.153
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.
!

128
 Within-Subjects Factors
Measure: Attractive
Material Dependent Variable
Attractive (Clear/OPS, Bagasse, EPS) 1 attractive1
GLM attractive1 attractive2 attractive3 2 attractive2
/WSFACTOR=Material 3 Polynomial 3 attractive3
/MEASURE=Attractive
/METHOD=SSTYPE(3)
!
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/PRINT=DESCRIPTIVE Descriptive Statistics
/CRITERIA=ALPHA(.05) Mean Std. Deviation N
/WSDESIGN=Material. Clear (OPS) 3.5000 1.56601 22
General Linear Model Bagasse 3.4091 1.59341 22
[DataSet3] /Users/ekthackston/Desktop/cucafe_day1.sav EPS 4.0455 1.52682 22

! of Sphericity
Mauchly's Test
a

Measure: Attractive
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt
Lower-bound
Geisser
Material .342 21.448 2 .000 .603 .620 .500
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is proportional to an
identity matrix.
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in the Tests of
Within-Subjects Effects table.

!Tests of Within-Subjects Effects

Measure: Attractive
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 5.212 2 2.606 3.555 .037
Greenhouse-Geisser 5.212 1.206 4.320 3.555 .064
Material
Huynh-Feldt 5.212 1.240 4.204 3.555 .063
Lower-bound 5.212 1.000 5.212 3.555 .073
Sphericity Assumed 30.788 42 .733
Greenhouse-Geisser 30.788 25.335 1.215
Error(Material)
Huynh-Feldt 30.788 26.037 1.182
Lower-bound 30.788 21.000 1.466

!
Estimates
Measure: Attractive
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 3.500 .334 2.806 4.194
2 3.409 .340 2.703 4.116
3 4.045 .326 3.369 4.722

!
Pairwise Comparisons
Measure: Attractive
a a
(I) Material (J) Material Mean Difference (I- Std. Error Sig. 95% Confidence Interval for Difference
J) Lower Bound Upper Bound
2 .091 .112 1.000 -.201 .383
1
3 -.545 .307 .269 -1.343 .252
1 -.091 .112 1.000 -.383 .201
2
3 -.636 .305 .149 -1.431 .158
1 .545 .307 .269 -.252 1.343
3
2 .636 .305 .149 -.158 1.431
Based on estimated marginal means
a. Adjustment for multiple comparisons: Bonferroni.

129
 Within-Subjects Factors
Measure: Fresh
Material Dependent Variable
Fresh (Clear/OPS, Bagasse, EPS) 1 fresh1
GLM fresh1 fresh2 fresh3 2 fresh2
/WSFACTOR=Material 3 Polynomial 3 fresh3
/MEASURE=Fresh
/METHOD=SSTYPE(3)
!
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/PRINT=DESCRIPTIVE Descriptive Statistics
/CRITERIA=ALPHA(.05) Mean Std. Deviation N
/WSDESIGN=Material. Clear (OPS) 2.9545 1.52682 22
General Linear Model Bagasse 3.5909 1.56324 22
[DataSet3] /Users/ekthackston/Desktop/cucafe_day1.sav EPS 4.0455 1.55769 22

Mauchly's!Test of Sphericity
a

Measure: Fresh
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt
Lower-bound
Geisser
Material .686 7.546 2 .023 .761 .808 .500
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is proportional to an
identity matrix.
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in the Tests of
Within-Subjects Effects table.

!Tests of Within-Subjects Effects

Measure: Fresh
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 13.212 2 6.606 7.278 .002
Greenhouse-Geisser 13.212 1.522 8.682 7.278 .005
Material
Huynh-Feldt 13.212 1.616 8.176 7.278 .004
Lower-bound 13.212 1.000 13.212 7.278 .013
Sphericity Assumed 38.121 42 .908
Greenhouse-Geisser 38.121 31.956 1.193
Error(Material)
Huynh-Feldt 38.121 33.937 1.123
Lower-bound 38.121 21.000 1.815

!
Estimates
Measure: Fresh
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 2.955 .326 2.278 3.631
2 3.591 .333 2.898 4.284
3 4.045 .332 3.355 4.736

! Pairwise Comparisons
Measure: Fresh
b b
(I) Material (J) Material Mean Difference (I- Std. Error Sig. 95% Confidence Interval for Difference
J) Lower Bound Upper Bound
*
2 -.636 .214 .022 -1.192 -.081
1 *
3 -1.091 .354 .017 -2.011 -.171
*
1 .636 .214 .022 .081 1.192
2
3 -.455 .277 .347 -1.175 .266
*
1 1.091 .354 .017 .171 2.011
3
2 .455 .277 .347 -.266 1.175
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.
!

130
 Within-Subjects Factors
Measure: Premium
Material Dependent Variable
Premium (Clear/OPS, Bagasse, EPS) 1 premium1
GLM premium1 premium2 premium3 2 premium2
/WSFACTOR=Material 3 Polynomial 3 premium3
/MEASURE=Premium
/METHOD=SSTYPE(3)
!
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/PRINT=DESCRIPTIVE Descriptive Statistics
Mean Std. Deviation N
/CRITERIA=ALPHA(.05)
/WSDESIGN=Material. Clear (OPS) 3.0000 1.54303 22
Bagasse 2.8636 1.28343 22
General Linear Model EPS 3.3182 1.35879 22
[DataSet3] /Users/ekthackston/Desktop/cucafe_day1.sav
a
Mauchly's Test of Sphericity
!
Measure: Premium
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .644 8.799 2 .012 .738 .780 .500
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is proportional to an
identity matrix.
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in the Tests of
Within-Subjects Effects table.
!Tests of Within-Subjects Effects
Measure: Premium
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 2.394 2 1.197 2.130 .132
Greenhouse-Geisser 2.394 1.475 1.623 2.130 .147
Material
Huynh-Feldt 2.394 1.560 1.535 2.130 .144
Lower-bound 2.394 1.000 2.394 2.130 .159
Sphericity Assumed 23.606 42 .562
Greenhouse-Geisser 23.606 30.975 .762
Error(Material)
Huynh-Feldt 23.606 32.751 .721
Lower-bound 23.606 21.000 1.124

!
Estimates
Measure: Premium
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 3.000 .329 2.316 3.684
2 2.864 .274 2.295 3.433
3 3.318 .290 2.716 3.921

!Pairwise Comparisons
Measure: Premium
a a
(I) Material (J) Material Mean Difference (I- Std. Error Sig. 95% Confidence Interval for Difference
J) Lower Bound Upper Bound
2 .136 .151 1.000 -.257 .530
1
3 -.318 .274 .777 -1.032 .395
1 -.136 .151 1.000 -.530 .257
2
3 -.455 .235 .199 -1.065 .156
1 .318 .274 .777 -.395 1.032
3
2 .455 .235 .199 -.156 1.065
Based on estimated marginal means
a. Adjustment for multiple comparisons: Bonferroni.

131
 Within-Subjects Factors
Measure: WTP
Material Dependent Variable
Price (Clear/OPS, Bagasse, EPS) 1 price1
GLM price1 price2 price3 2 price2
/WSFACTOR=Material 3 Polynomial 3 price3
/MEASURE=WTP
/METHOD=SSTYPE(3)
!
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/PRINT=DESCRIPTIVE Descriptive Statistics
/CRITERIA=ALPHA(.05) Mean Std. Deviation N
/WSDESIGN=Material. Clear (OPS) 1.6818 .64633 22
General Linear Model Bagasse 1.7727 .61193 22
EPS 2.0000 .75593 22
[DataSet3] /Users/ekthackston/Desktop/cucafe_day1.sav

a
Mauchly's Test of Sphericity
Measure: WTP !
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt
Lower-bound
Geisser
Material .600 10.201 2 .006 .715 .752 .500
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is proportional to an
identity matrix.
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in the Tests of
Within-Subjects Effects table.

!Tests of Within-Subjects Effects

Measure: WTP
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 1.182 2 .591 5.151 .010
Greenhouse-Geisser 1.182 1.429 .827 5.151 .020
Material
Huynh-Feldt 1.182 1.504 .786 5.151 .018
Lower-bound 1.182 1.000 1.182 5.151 .034
Sphericity Assumed 4.818 42 .115
Greenhouse-Geisser 4.818 30.010 .161
Error(Material)
Huynh-Feldt 4.818 31.588 .153
Lower-bound 4.818 21.000 .229

!Estimates
Measure: WTP
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 1.682 .138 1.395 1.968
2 1.773 .130 1.501 2.044
3 2.000 .161 1.665 2.335

!
Pairwise Comparisons
Measure: WTP
b b
(I) Material (J) Material Mean Difference (I- Std. Error Sig. 95% Confidence Interval for Difference
J) Lower Bound Upper Bound
2 -.091 .063 .486 -.254 .072
1 *
3 -.318 .121 .047 -.633 -.003
1 .091 .063 .486 -.072 .254
2
3 -.227 .113 .170 -.520 .066
*
1 .318 .121 .047 .003 .633
3
2 .227 .113 .170 -.066 .520
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.
!

132
C4. Day 2 Within-Subjects Factors
Measure: Appealing
Material Dependent Variable
Appeal (White Paperboard, Orange Paperboard, Kraft Paperboard) 1 appealing1
GET
2 appealing2
FILE='/Users/ekthackston/Downloads/cucafe_day2.sav'.
3 appealing3
DATASET NAME DataSet4 WINDOW=FRONT.
DATASET ACTIVATE DataSet4. !
SAVE OUTFILE='/Users/ekthackston/Downloads/cucafe_day2.sav'
/COMPRESSED.
GLM appealing1 appealing2 appealing3
/WSFACTOR=Material 3 Polynomial
/MEASURE=Appealing
/METHOD=SSTYPE(3)
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/PRINT=DESCRIPTIVE Descriptive Statistics
/CRITERIA=ALPHA(.05) Mean Std. Deviation N
/WSDESIGN=Material. White Paperboard 3.4815 1.62600 27
Orange Paperboard 3.6296 1.39085 27
General Linear Model Kraft Paperboard 3.2222 1.47631 27
[DataSet4] /Users/ekthackston/Downloads/cucafe_day2.sav

!
a
Mauchly's Test of Sphericity
Measure: Appealing
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .982 .453 2 .798 .982 1.000 .500
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in the Tests of
Within-Subjects Effects table.
!
Tests of Within-Subjects Effects
Measure: Appealing
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 2.296 2 1.148 1.047 .358
Greenhouse-Geisser 2.296 1.965 1.169 1.047 .357
Material
Huynh-Feldt 2.296 2.000 1.148 1.047 .358
Lower-bound 2.296 1.000 2.296 1.047 .316
Sphericity Assumed 57.037 52 1.097
Greenhouse-Geisser 57.037 51.084 1.117
Error(Material)
Huynh-Feldt 57.037 52.000 1.097
Lower-bound 57.037 26.000 2.194

!
Neat (White Paperboard, Orange Paperboard, Kraft Paperboard)
GLM neat1 neat2 neat3 Within-Subjects Factors
Measure: Neat
/MEASURE=Neat
!
/WSFACTOR=Material 3 Polynomial
Material Dependent Variable
/METHOD=SSTYPE(3) 1 neat1
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI) 2 neat2
/PRINT=DESCRIPTIVE 3 neat3
Descriptive Statistics
/CRITERIA=ALPHA(.05)
/WSDESIGN=Material. White Paperboard
! Mean4.2963 Std. Deviation
1.51441
N
27
General Linear Model Orange Paperboard 4.5556 1.18754 27
[DataSet4] /Users/ekthackston/Downloads/cucafe_day2.sav Kraft Paperboard 4.1852 1.49453 27
a
Mauchly's Test of Sphericity
Measure: Neat
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .868 3.549 2 .170 .883 .943 .500
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in the Tests of
Within-Subjects Effects table.
! 133
 Tests of Within-Subjects Effects
Measure: Neat
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 1.951 2 .975 1.151 .324
Greenhouse-Geisser 1.951 1.766 1.104 1.151 .320
Material
Huynh-Feldt 1.951 1.885 1.035 1.151 .322
Lower-bound 1.951 1.000 1.951 1.151 .293
Sphericity Assumed 44.049 52 .847
Greenhouse-Geisser 44.049 45.922 .959
Error(Material)
Huynh-Feldt 44.049 49.019 .899
Lower-bound 44.049 26.000 1.694

Messy (White Paperboard, Orange Paperboard, Kraft Paperboard)

GLM messy1 messy2 messy3 Within-Subjects Factors
/WSFACTOR=Material 3 Polynomial Measure: Messy
/MEASURE=Messy Material Dependent Variable
/METHOD=SSTYPE(3) 1 messy1
2 messy2
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
3 messy3
/PRINT=DESCRIPTIVE
/CRITERIA=ALPHA(.05)
Descriptive Statistics
!
Mean Std. Deviation N
/WSDESIGN=Material. White Paperboard 3.0741 1.49167 27
General Linear Model Orange Paperboard 2.9259 1.35663 27
[DataSet4] /Users/ekthackston/Downloads/cucafe_day2.sav Kraft Paperboard 2.7037 1.40917 27

a
Mauchly's Test of Sphericity
Measure: Messy
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .979 .531 2 .767 .979 1.000 .500
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in the Tests of
Within-Subjects Effects table.
! Tests of Within-Subjects Effects
Measure: Messy
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 1.877 2 .938 1.028 .365
Greenhouse-Geisser 1.877 1.959 .958 1.028 .364
Material
Huynh-Feldt 1.877 2.000 .938 1.028 .365
Lower-bound 1.877 1.000 1.877 1.028 .320
Sphericity Assumed 47.457 52 .913
Greenhouse-Geisser 47.457 50.930 .932
Error(Material)
Huynh-Feldt 47.457 52.000 .913
Lower-bound 47.457 26.000 1.825

!
Re-purchasable (White Paperboard, Orange Paperboard, Kraft Paperboard)
GLM repurchasable1 repurchasable2 repurchasable3 Within-Subjects Factors
/WSFACTOR=Material 3 Polynomial Measure: RePurchase
/MEASURE=RePurchase Material Dependent Variable
/METHOD=SSTYPE(3) 1 repurchasable1
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI) 2 repurchasable2
/PRINT=DESCRIPTIVE 3 repurchasable3
Descriptive Statistics
! Mean Std. Deviation N
White Paperboard 2.8148 1.44214 27
Orange Paperboard 3.0370 1.48016 27
Kraft Paperboard 2.2963 1.17063 27

134
 /CRITERIA=ALPHA(.05)
/WSDESIGN=Material.
General Linear Model
[DataSet4] /Users/ekthackston/Downloads/cucafe_day2.sav

a
Mauchly's Test of Sphericity
Measure: RePurchase
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect
Tests of Within-Subjects Effects Square Greenhouse- Huynh-Feldt Lower-bound
Measure: RePurchase Geisser
Material
Source .970 .750
Type III Sum2 of .687 df .971
Mean Square 1.000 F .500
Sig.
a. Design: Intercept Squares
Within Subjects Design: Material
Sphericity Assumed 1.556 2 .778 1.273 .289
b. May be used to adjust the degrees of freedom for the averaged tests
Greenhouse-Geisser of significance.
1.556 Corrected tests are displayed
1.943 .801 in the Tests of .288
1.273
Material
Within-Subjects Effects table.
Huynh-Feldt 1.556 2.000 .778 1.273 .289
! Lower-bound 1.556 1.000 1.556 1.273 .270
Sphericity Assumed 31.778 52 .611
Greenhouse-Geisser 31.778 50.508 .629
Error(Material)
Huynh-Feldt 31.778 52.000 .611
Lower-bound 31.778 26.000 1.222

High Quality (White! Paperboard, Orange Paperboard, Kraft Paperboard)

GLM highquality1 highquality2 highquality4 Within-Subjects Factors
/WSFACTOR=Material 3 Polynomial Measure: HighQuality
/MEASURE=HighQuality Material Dependent Variable
/METHOD=SSTYPE(3) 1 highquality1
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI) 2 highquality2
3 highquality4
/PRINT=DESCRIPTIVE
/CRITERIA=ALPHA(.05) Descriptive Statistics !
/WSDESIGN=Material. Mean Std. Deviation N
General Linear Model White Paperboard 2.8148 1.44214 27
[DataSet4] /Users/ekthackston/Downloads/cucafe_day2.sav Orange Paperboard 3.0370 1.48016 27
Kraft Paperboard 2.2963 1.17063 27

a
Mauchly's Test of Sphericity
Measure: HighQuality
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .989 .275 2 .872 .989 1.000 .500
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in the Tests of
Within-Subjects Effects table.
!
Tests of Within-Subjects Effects
Measure: HighQuality
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 7.802 2 3.901 4.590 .015
Greenhouse-Geisser 7.802 1.978 3.944 4.590 .015
Material
Huynh-Feldt 7.802 2.000 3.901 4.590 .015
Lower-bound 7.802 1.000 7.802 4.590 .042
Sphericity Assumed 44.198 52 .850
Greenhouse-Geisser 44.198 51.437 .859
Error(Material)
Huynh-Feldt 44.198 52.000 .850
Lower-bound 44.198 26.000 1.700

135
 Estimates
Measure: HighQuality
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 2.815 .278 2.244 3.385
2 3.037 .285 2.452 3.623
3 2.296 .225 1.833 2.759

!
Pairwise Comparisons
Measure: HighQuality
b b
(I) Material (J) Material Mean Difference (I- Std. Error Sig. 95% Confidence Interval for Difference
J) Lower Bound Upper Bound
2 -.222 .247 1.000 -.853 .409
1
3 .519 .263 .180 -.156 1.193
1 .222 .247 1.000 -.409 .853
2 *
3 .741 .242 .015 .121 1.361
1 -.519 .263 .180 -1.193 .156
3 *
2 -.741 .242 .015 -1.361 -.121
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.
!

Tasty (White Paperboard, Orange Paperboard, Kraft Paperboard)

GLM tasty1 tasty2 tasty3 Within-Subjects Factors
/WSFACTOR=Material 3 Polynomial Measure: Tasty
/MEASURE=Tasty Material Dependent Variable
/METHOD=SSTYPE(3) 1 tasty1
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI) 2 tasty2
/PRINT=DESCRIPTIVE 3 tasty3
/CRITERIA=ALPHA(.05)
/WSDESIGN=Material.
Descriptive Statistics
! Mean Std. Deviation N
General Linear Model White Paperboard 3.4074 1.57527 27
[DataSet4] /Users/ekthackston/Downloads/cucafe_day2.sav Orange Paperboard 3.5926 1.42125 27
Kraft Paperboard 3.1111 1.71718 27

!
a
Mauchly's Test of Sphericity
Measure: Tasty
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .938 1.588 2 .452 .942 1.000 .500
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in the Tests of
Within-Subjects Effects table.
! Tests of Within-Subjects Effects
Measure: Tasty
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 3.185 2 1.593 1.720 .189
Greenhouse-Geisser 3.185 1.884 1.691 1.720 .191
Material
Huynh-Feldt 3.185 2.000 1.593 1.720 .189
Lower-bound 3.185 1.000 3.185 1.720 .201
Sphericity Assumed 48.148 52 .926
Greenhouse-Geisser 48.148 48.986 .983
Error(Material)
Huynh-Feldt 48.148 52.000 .926
Lower-bound 48.148 26.000 1.852

Within-Subjects Factors
Attractive (White Paperboard, Orange Paperboard, Kraft Paperboard) Measure: Attractive
GLM attractive1 attractive2 attractive3 Material Dependent Variable
/WSFACTOR=Material 3 Polynomial 1 attractive1
2 attractive2
attractive3
3

136
 /MEASURE=Attractive
/METHOD=SSTYPE(3)
!
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/PRINT=DESCRIPTIVE Descriptive Statistics
/CRITERIA=ALPHA(.05) Mean Std. Deviation N
/WSDESIGN=Material. White Paperboard 3.2593 1.37540 27
General Linear Model Orange Paperboard 3.3704 1.41824 27
Kraft Paperboard 2.8889 1.42325 27
[DataSet4] /Users/ekthackston/Downloads/cucafe_day2.sav
a
Mauchly's Test of Sphericity
Measure: Attractive
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .889 2.930 2 .231 .900 .963 .500
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in the Tests of
Within-Subjects Effects table.
! Tests of Within-Subjects Effects
Measure: Attractive
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 3.432 2 1.716 1.541 .224
Greenhouse-Geisser 3.432 1.801 1.906 1.541 .226
Material
Huynh-Feldt 3.432 1.927 1.781 1.541 .225
Lower-bound 3.432 1.000 3.432 1.541 .226
Sphericity Assumed 57.901 52 1.113
Greenhouse-Geisser 57.901 46.822 1.237
Error(Material)
Huynh-Feldt 57.901 50.092 1.156
Lower-bound 57.901 26.000 2.227

Fresh (White Paperboard, Orange Paperboard, Kraft Paperboard)

GLM fresh1 fresh2 fresh3 Within-Subjects Factors
/WSFACTOR=Material 3 Polynomial Measure: Fresh
/MEASURE=Fresh Material Dependent Variable
/METHOD=SSTYPE(3) 1 fresh1
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI) 2 fresh2
/PRINT=DESCRIPTIVE 3 fresh3
/CRITERIA=ALPHA(.05) Descriptive Statistics !
/WSDESIGN=Material. Mean Std. Deviation N
General Linear Model White Paperboard 2.8148 1.30198 27
[DataSet4] /Users/ekthackston/Downloads/cucafe_day2.sav Orange Paperboard 3.0370 1.28547 27
Kraft Paperboard 2.1481 1.35032 27
a
Mauchly's Test of Sphericity
!
Measure: Fresh
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .983 .433 2 .805 .983 1.000 .500
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in the Tests of
Within-Subjects Effects table.
!
Tests of Within-Subjects Effects
Measure: Fresh
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 11.556 2 5.778 6.377 .003
Greenhouse-Geisser 11.556 1.966 5.877 6.377 .004
Material
Huynh-Feldt 11.556 2.000 5.778 6.377 .003
Lower-bound 11.556 1.000 11.556 6.377 .018
Sphericity Assumed 47.111 52 .906
Greenhouse-Geisser 47.111 51.122 .922
Error(Material)
Huynh-Feldt 47.111 52.000 .906
Lower-bound 47.111 26.000 1.812

!
137
 Estimates
Measure: Fresh
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 2.815 .251 2.300 3.330
2 3.037 .247 2.529 3.546
3 2.148 .260 1.614 2.682

! Pairwise Comparisons
Measure: Fresh
b b
(I) Material (J) Material Mean Difference (I- Std. Error Sig. 95% Confidence Interval for Difference
J) Lower Bound Upper Bound
2 -.222 .258 1.000 -.882 .438
1 *
3 .667 .245 .034 .041 1.293
1 .222 .258 1.000 -.438 .882
2 *
3 .889 .274 .010 .188 1.590
*
1 -.667 .245 .034 -1.293 -.041
3 *
2 -.889 .274 .010 -1.590 -.188
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.
!

Premium (White Paperboard, Orange Paperboard, Kraft Paperboard)

GLM premium1 premium2 premium3 Within-Subjects Factors
/WSFACTOR=Material 3 Polynomial Measure: Premium
/MEASURE=Premium Material Dependent Variable
/METHOD=SSTYPE(3) 1 premium1
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI) 2 premium2
/PRINT=DESCRIPTIVE 3 premium3
/CRITERIA=ALPHA(.05)
/WSDESIGN=Material. !
General Linear Model Descriptive Statistics
[DataSet4] /Users/ekthackston/Downloads/cucafe_day2.sav Mean Std. Deviation N
White Paperboard 2.6667 1.27098 27
Orange Paperboard 2.9630 1.31505 27
Kraft Paperboard 2.2963 1.03086 27

!
a
Mauchly's Test of Sphericity
Measure: Premium
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .781 6.165 2 .046 .821 .869 .500
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is proportional to an
identity matrix.
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in the Tests of
Within-Subjects Effects table.
!
Tests of Within-Subjects Effects
Measure: Premium
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 6.025 2 3.012 4.054 .023
Greenhouse-Geisser 6.025 1.641 3.671 4.054 .031
Material
Huynh-Feldt 6.025 1.737 3.468 4.054 .029
Lower-bound 6.025 1.000 6.025 4.054 .055
Sphericity Assumed 38.642 52 .743
Greenhouse-Geisser 38.642 42.674 .906
Error(Material)
Huynh-Feldt
138
38.642 45.166 .856
Lower-bound 38.642 26.000 1.486

!
 Estimates
Measure: Premium
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 2.667 .245 2.164 3.169
2 2.963 .253 2.443 3.483
3 2.296 .198 1.889 2.704

!
Pairwise Comparisons
Measure: Premium !
a a
(I) Material (J) Material Mean Difference (I- Std. Error Sig. 95% Confidence Interval for Difference
J) Lower Bound Upper Bound
2 -.296 .191 .399 -.785 .193
1
3 .370 .221 .317 -.195 .936
1 .296 .191 .399 -.193 .785
2
3 .667 .282 .078 -.056 1.389
1 -.370 .221 .317 -.936 .195
3
2 -.667 .282 .078 -1.389 .056
Based on estimated marginal means
a. Adjustment for multiple comparisons: Bonferroni.

!
Within-Subjects Factors
Measure: WTP
Price (White Paperboard, Orange Paperboard, Kraft Paperboard) Material Dependent Variable
GLM price1 price2 price3 1 price1
/WSFACTOR=Material 3 Polynomial 2 price2
/MEASURE=WTP 3 price3
/METHOD=SSTYPE(3)
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
!
Descriptive Statistics
/PRINT=DESCRIPTIVE Mean Std. Deviation N
/CRITERIA=ALPHA(.05) How much would you be
1.4815 .64273 27
/WSDESIGN=Material. willing to pay for this burger?
How much would you be
General Linear Mode willing to pay for this burger?
1.6296 .68770 27
[DataSet4] /Users/ekthackston/Downloads/cucafe_day2.sav How much would you be
1.4074 .57239 27
willing to pay for this burger?
a
Mauchly's Test of Sphericity
Measure: WTP
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .788 5.967 2 .051 .825 .874 .500
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is proportional to an
identity matrix.
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in the Tests of
Within-Subjects Effects table.

Tests of Within-Subjects Effects

! Measure: WTP
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed .691 2 .346 2.459 .095
Greenhouse-Geisser .691 1.650 .419 2.459 .107
Material
Huynh-Feldt .691 1.747 .396 2.459 .103
Lower-bound .691 1.000 .691 2.459 .129
Sphericity Assumed 7.309 52 .141
Greenhouse-Geisser 7.309 42.892 .170
Error(Material)
Huynh-Feldt 7.309 45.424 .161
Lower-bound 7.309 26.000 .281

!
Within-Subjects Factors
Measure: Appealing
C5. Day 3 Material Dependent Variable
1 appealing1
2 appealing2
3 appealing3

139
Appeal (Foil Wrap, Paper Wrap, E-flute)
GLM appealing1 appealing2 appealing3
/WSFACTOR=Material 3 Polynomial
/MEASURE=Appealing Descriptive Statistics
/METHOD=SSTYPE(3) Mean Std. Deviation N
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)Foil Wrap 3.0000 1.51186 22
/PRINT=DESCRIPTIVE Paper Wrap 2.9545 1.36198 22
/CRITERIA=ALPHA(.05) E-Flute 4.4545 1.43849 22
/WSDESIGN=Material.
General Linear Model
!
[DataSet1] /Users/ekthackston/Documents/cucafe_day3.sav

a
Mauchly's Test of Sphericity
Measure: Appealing
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt
Lower-bound
Geisser
Material .914 1.806 2 .405 .921 1.000 .500
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is
proportional to an identity matrix.
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in
the Tests of Within-Subjects Effects table.
!Tests of Within-Subjects Effects
Measure: Appealing
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 32.030 2 16.015 12.311 .000
Greenhouse-Geisser 32.030 1.841 17.398 12.311 .000
Material
Huynh-Feldt 32.030 2.000 16.015 12.311 .000
Lower-bound 32.030 1.000 32.030 12.311 .002
Sphericity Assumed 54.636 42 1.301
Greenhouse-Geisser 54.636 38.662 1.413
Error(Material)
Huynh-Feldt 54.636 42.000 1.301
Lower-bound 54.636 21.000 2.602
!
Estimates
Measure: Appealing
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 3.000 .322 2.330 3.670
2 2.955 .290 2.351 3.558
3 4.455 .307 3.817 5.092
!
Pairwise Comparisons
Measure: Appealing
b
(I) Material (J) Material Mean Difference Std. Error Sig. 95% Confidence Interval for
b
(I-J) Difference
Lower Bound Upper Bound
2 .045 .290 1.000 -.710 .801
1
3 -1.455* .376 .003 -2.434 -.475
1 -.045 .290 1.000 -.801 .710
2 *
3 -1.500 .359 .001 -2.434 -.566
*
1 1.455 .376 .003 .475 2.434
3 *
2 1.500 .359 .001 .566 2.434
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.
!

140
 !

Within-Subjects Factors
Neat (Foil Wrap, Paper Wrap, E-flute) Measure: Neat
GLM neat1 neat2 neat3
/WSFACTOR=Material 3 Polynomial Material Dependent Variable
/MEASURE=Neat 1 neat1
/METHOD=SSTYPE(3) 2 neat2
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI) 3 neat3
/PRINT=DESCRIPTIVE
/CRITERIA=ALPHA(.05)
Descriptive Statistics
! Mean Std. Deviation N
/WSDESIGN=Material. Foil Wrap 3.2273 1.82396 22
General Linear Model Paper Wrap 3.4091 1.56324 22
[DataSet1] /Users/ekthackston/Documents/cucafe_day3.sav E-Flute 5.2273 1.06600 22

a
Mauchly's Test of Sphericity
Measure: Neat
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .969 .627 2 .731 .970 1.000 .500
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is proportional to an
identity matrix.
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in the Tests of
Within-Subjects Effects table.
Tests of Within-Subjects Effects
! Measure: Neat
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 53.818 2 26.909 12.260 .000
Greenhouse-Geisser 53.818 1.940 27.739 12.260 .000
Material
Huynh-Feldt 53.818 2.000 26.909 12.260 .000
Lower-bound 53.818 1.000 53.818 12.260 .002
Sphericity Assumed 92.182 42 2.195
Greenhouse-Geisser 92.182 40.743 2.263
Error(Material)
Huynh-Feldt 92.182 42.000 2.195
Lower-bound 92.182 21.000 4.390

!
Estimates
Measure: Neat
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 3.227 .389 2.419 4.036
2 3.409 .333 2.716 4.102
3 5.227 .227 4.755 5.700

! Pairwise Comparisons
Measure: Neat
b b
(I) Material (J) Material Mean Difference (I- Std. Error Sig. 95% Confidence Interval for Difference
J) Lower Bound Upper Bound
2 -.182 .435 1.000 -1.312 .949
1 *
3 -2.000 .483 .001 -3.258 -.742
1 .182 .435 1.000 -.949 1.312
2 *
3 -1.818 .419 .001 -2.909 -.727
*
1 2.000 .483 .001 .742 3.258
3 *
2 1.818 .419 .001 .727 2.909
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.
!

141
Messy (Foil Wrap, Paper Wrap, E-flute) Within-Subjects Factors
Measure: Messy
GLM messy1 messy2 messy3
/WSFACTOR=Material 3 Polynomial Material Dependent Variable
/MEASURE=Messy 1 messy1
/METHOD=SSTYPE(3) 2 messy2
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI) 3 messy3
/PRINT=DESCRIPTIVE
/CRITERIA=ALPHA(.05)
Descriptive Statistics
! Mean Std. Deviation N
/WSDESIGN=Material. Foil Wrap 3.7727 1.79767 22
Paper Wrap 4.1818 1.59273 22
General Linear Model E-Flute 2.9091 1.10880 22
[DataSet1] /Users/ekthackston/Documents/cucafe_day3.sav

a
! of Sphericity
Mauchly's Test
Measure: Messy
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .741 5.993 2 .050 .794 .849 .500
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is proportional to an
identity matrix.
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in the Tests of
Within-Subjects Effects table.

!Tests of Within-Subjects Effects

Measure: Messy
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 18.576 2 9.288 4.567 .016
Greenhouse-Geisser 18.576 1.589 11.693 4.567 .024
Material
Huynh-Feldt 18.576 1.697 10.943 4.567 .022
Lower-bound 18.576 1.000 18.576 4.567 .045
Sphericity Assumed 85.424 42 2.034
Greenhouse-Geisser 85.424 33.361 2.561
Error(Material)
Huynh-Feldt 85.424 35.647 2.396
Lower-bound 85.424 21.000 4.068

!
Estimates
Measure: Messy
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 3.773 .383 2.976 4.570
2 4.182 .340 3.476 4.888
3 2.909 .236 2.417 3.401

142
 Pairwise Comparisons
Measure: Messy
b b
(I) Material (J) Material Mean Difference (I- Std. Error Sig. 95% Confidence Interval for Difference
J) Lower Bound Upper Bound
2 -.409 .320 .645 -1.242 .423
1
3 .864 .515 .325 -.476 2.204
1 .409 .320 .645 -.423 1.242
2 *
3 1.273 .432 .023 .148 2.397
1 -.864 .515 .325 -2.204 .476
3 *
2 -1.273 .432 .023 -2.397 -.148
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.
!

Re-purchasable (Foil Wrap, Paper Wrap, E-flute)

GLM repurchasable1 repurchasable2 repurchasable3
/WSFACTOR=Material 3 Polynomial
/MEASURE=RePurchase
/METHOD=SSTYPE(3)
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/PRINT=DESCRIPTIVE Descriptive Statistics
/CRITERIA=ALPHA(.05) Mean Std. Deviation N
/WSDESIGN=Material. Foil Wrap 3.3182 1.67293 22
General Linear Model Paper Wrap 3.0909 1.19160 22
[DataSet1] /Users/ekthackston/Documents/cucafe_day3.sav E-Flute 4.9091 1.37699 22

!
Mauchly's Test of Sphericity
a

Measure: RePurchase
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .874 2.684 2 .261 .888 .965 .500
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is proportional to an
identity matrix.
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in the Tests of
Within-Subjects Effects table.

!
Tests of Within-Subjects Effects
Measure: RePurchase
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 43.182 2 21.591 14.284 .000
Greenhouse-Geisser 43.182 1.777 24.303 14.284 .000
Material
Huynh-Feldt 43.182 1.929 22.380 14.284 .000
Lower-bound 43.182 1.000 43.182 14.284 .001
Sphericity Assumed 63.485 42 1.512
Greenhouse-Geisser 63.485 37.313 1.701
Error(Material)
Huynh-Feldt 63.485 40.519 1.567
Lower-bound 63.485 21.000 3.023

!
Estimates
Measure: RePurchase
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 3.318 .357 2.576 4.060
2 3.091 .254 2.563 Within-Subjects3.619
Factors
3 4.909 .294 4.299 Measure: RePurchase
5.520

!
Material Dependent Variable
1 repurchasable1
2 repurchasable2
Pairwise Comparisons 3 repurchasable3
Measure: RePurchase
(I) Material (J) Material Mean Difference (I- Std. Error Sig.
b ! 95% Confidence Interval for Difference
b

J) Lower Bound Upper Bound

2 .227 .322 1.000 -.610 1.065
1 *
3 -1.591 .430 .004 -2.709 -.473
1 -.227 .322 1.000 -1.065 .610
2 *
3 -1.818 .352 .000 -2.734 -.902
3
1 1.591
*

*
143 .430 .004 .473 2.709
2 1.818 .352 .000 .902 2.734
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.
 Within-Subjects Factors
High Quality (Foil Wrap, Paper Wrap, E-flute) Measure: HighQuality
GLM highquality1 highquality2 highquality4 Material Dependent Variable
/WSFACTOR=Material 3 Polynomial 1 highquality1
/MEASURE=HighQuality 2 highquality2
/METHOD=SSTYPE(3) 3 highquality4
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/PRINT=DESCRIPTIVE !
Descriptive Statistics
/CRITERIA=ALPHA(.05)
Mean Std. Deviation N
/WSDESIGN=Material.
Foil Wrap 2.4545 1.26217 22
General Linear Model Paper Wrap 2.7273 .98473 22
[DataSet1] /Users/ekthackston/Documents/cucafe_day3.sav E-Flute 4.6818 1.28680 22

Mauchly's Test !of Sphericity

a

Measure: HighQuality
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .837 3.554 2 .169 .860 .929 .500
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is proportional to an
identity matrix.
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in the Tests of
Within-Subjects Effects table.
!
Tests of Within-Subjects Effects
Measure: HighQuality
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 64.939 2 32.470 26.708 .000
Greenhouse-Geisser 64.939 1.720 37.757 26.708 .000
Material
Huynh-Feldt 64.939 1.859 34.935 26.708 .000
Lower-bound 64.939 1.000 64.939 26.708 .000
Sphericity Assumed 51.061 42 1.216
Greenhouse-Geisser 51.061 36.119 1.414
Error(Material)
Huynh-Feldt 51.061 39.036 1.308
Lower-bound 51.061 21.000 2.431

!
Estimates
Measure: HighQuality
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 2.455 .269 1.895 3.014
2 2.727 .210 2.291 3.164
3 4.682 .274 4.111 5.252

!
Pairwise Comparisons
Measure: HighQuality
b b
(I) Material (J) Material Mean Difference (I- Std. Error Sig. 95% Confidence Interval for Difference
J) Lower Bound Upper Bound
2 -.273 .273 .986 -.982 .437
1 *
3 -2.227 .389 .000 -3.239 -1.216
1 .273 .273 .986 -.437 .982
2 *
3 -1.955 .326 .000 -2.801 -1.108
*
1 2.227 .389 .000 1.216 3.239
3 *
2 1.955 .326 .000 1.108 2.801
Based on estimated marginal means 144
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.
!
 Within-Subjects Factors
Measure: Tasty
Tasty (Foil Wrap, Paper Wrap, E-flute) Material Dependent Variable
GLM tasty1 tasty2 tasty3 1 tasty1
/WSFACTOR=Material 3 Polynomial 2 tasty2
/MEASURE=Tasty 3 tasty3
/METHOD=SSTYPE(3)
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI) Descriptive Statistics !
Mean Std. Deviation N
/PRINT=DESCRIPTIVE
Foil Wrap 3.4545 1.73829 22
/CRITERIA=ALPHA(.05) Paper Wrap 3.0909 1.23091 22
/WSDESIGN=Material. E-Flute 4.2727 1.31590 22
General Linear Model
[DataSet1] /Users/ekthackston/Documents/cucafe_day3.sav
!
a
Mauchly's Test of Sphericity
Measure: Tasty
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .902 2.067 2 .356 .911 .992 .500
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is proportional to an
identity matrix.
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in the Tests of
Within-Subjects Effects table.

!
Tests of Within-Subjects Effects
Measure: Tasty
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 16.121 2 8.061 5.654 .007
Greenhouse-Geisser 16.121 1.821 8.852 5.654 .009
Material
Huynh-Feldt 16.121 1.985 8.122 5.654 .007
Lower-bound 16.121 1.000 16.121 5.654 .027
Sphericity Assumed 59.879 42 1.426
Greenhouse-Geisser 59.879 38.245 1.566
Error(Material)
Huynh-Feldt 59.879 41.681 1.437
Lower-bound 59.879 21.000 2.851

! Estimates
Measure: Tasty
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 3.455 .371 2.684 4.225
2 3.091 .262 2.545 3.637
3 4.273 .281 3.689 4.856

!Pairwise Comparisons
Measure: Tasty
b b
(I) Material (J) Material Mean Difference (I- Std. Error Sig. 95% Confidence Interval for Difference
J) Lower Bound Upper Bound
2 .364 .312 .772 -.449 1.176
1
3 -.818 .409 .176 -1.882 .246
1 -.364 .312 .772 -1.176 .449
2 *
3 -1.182 .352 .009 -2.098 -.266
1 .818 .409 .176 -.246 1.882
3 *
2 1.182 .352 .009 .266 2.098
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.
!

145
 Within-Subjects Factors
Attractive (Foil Wrap, Paper Wrap, E-flute) Measure: Attractive
GLM attractive1 attractive2 attractive3 Material Dependent Variable
/WSFACTOR=Material 3 Polynomial 1 attractive1
/MEASURE=Attractive 2 attractive2
!
/METHOD=SSTYPE(3) 3 attractive3
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/PRINT=DESCRIPTIVE Descriptive Statistics !
/CRITERIA=ALPHA(.05) Mean Std. Deviation N
/WSDESIGN=Material. Foil Wrap 2.7727 1.50971 22
General Linear Model Paper Wrap 2.6818 1.17053 22
E-Flute 4.6364 1.46533 22
[DataSet1] /Users/ekthackston/Documents/cucafe_day3.sav

a
Mauchly's Test of Sphericity
Measure: Attractive
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt
Lower-bound
Geisser
Material .892 2.290 2 .318 .902 .982 .500
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is proportional to an
identity matrix.
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in the Tests of
Within-Subjects Effects table.
!
Tests of Within-Subjects Effects
Measure: Attractive
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 53.545 2 26.773 16.426 .000
Greenhouse-Geisser 53.545 1.805 29.669 16.426 .000
Material
Huynh-Feldt 53.545 1.964 27.260 16.426 .000
Lower-bound 53.545 1.000 53.545 16.426 .001
Sphericity Assumed 68.455 42 1.630
Greenhouse-Geisser 68.455 37.900 1.806
Error(Material)
Huynh-Feldt 68.455 41.249 1.660
Lower-bound 68.455 21.000 3.260

!
Estimates
Measure: Attractive
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 2.773 .322 2.103 3.442
2 2.682 .250 2.163 3.201
3 4.636 .312 3.987 5.286

!
Pairwise Comparisons
Measure: Attractive
b b
(I) Material (J) Material Mean Difference (I- Std. Error Sig. 95% Confidence Interval for Difference
J) Lower Bound Upper Bound
2 .091 .341 1.000 -.797 .979
1 *
3 -1.864 .443 .001 -3.016 -.712
1 -.091 .341 1.000 -.979 .797
2 *
3 -1.955 .363 .000 -2.899 -1.010
*
1 1.864 .443 .001 .712 3.016
3 *
2 1.955 .363 .000 1.010 2.899
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.
!
146
 Within-Subjects Factors
Measure: Fresh
Fresh (Foil Wrap, Paper Wrap, E-flute) Material Dependent Variable
GLM fresh1 fresh2 fresh3
1 fresh1
/WSFACTOR=Material 3 Polynomial
2 fresh2
/MEASURE=Fresh
3 fresh3
/METHOD=SSTYPE(3)
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI) Descriptive Statistics !
/PRINT=DESCRIPTIVE Mean Std. Deviation N
/CRITERIA=ALPHA(.05) Foil Wrap 2.9091 1.94958 22
/WSDESIGN=Material. Paper Wrap 2.7727 1.26986 22
General Linear Model E-Flute 4.3182 1.17053 22
[DataSet1] /Users/ekthackston/Documents/cucafe_day3.sav

a
Mauchly's Test of Sphericity
Measure: Fresh
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .674 7.897 2 .019 .754 .800 .500
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is proportional to an
identity matrix.
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in the Tests of
Within-Subjects Effects table.
!Tests of Within-Subjects Effects
Measure: Fresh
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 32.212 2 16.106 7.765 .001
Greenhouse-Geisser 32.212 1.508 21.360 7.765 .004
Material
Huynh-Feldt 32.212 1.600 20.139 7.765 .003
Lower-bound 32.212 1.000 32.212 7.765 .011
Sphericity Assumed 87.121 42 2.074
Greenhouse-Geisser 87.121 31.669 2.751
Error(Material)
Huynh-Feldt 87.121 33.590 2.594
Lower-bound 87.121 21.000 4.149

!
Estimates
Measure: Fresh
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 2.909 .416 2.045 3.773
2 2.773 .271 2.210 3.336
3 4.318 .250 3.799 4.837

!
Pairwise Comparisons
Measure: Fresh
b b
(I) Material (J) Material Mean Difference (I- Std. Error Sig. 95% Confidence Interval for Difference
J) Lower Bound Upper Bound
2 .136 .462 1.000 -1.065 1.338
1 *
3 -1.409 .517 .038 -2.753 -.065
1 -.136 .462 1.000 -1.338 1.065
2 *
3 -1.545 .292 .000 -2.306 -.785
*
1 1.409 .517 .038 .065 2.753
3 *
2 1.545 .292 .000 .785 2.306
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.
!

147
 Within-Subjects Factors
Measure: Premium
Material Dependent Variable
Premium (Foil Wrap, Paper Wrap, E-flute)
1 premium1
GLM premium1 premium2 premium3
/WSFACTOR=Material 3 Polynomial 2 premium2
3 premium3
/MEASURE=Premium
/METHOD=SSTYPE(3) !
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/PRINT=DESCRIPTIVE
Descriptive Statistics
/CRITERIA=ALPHA(.05) Mean Std. Deviation N
/WSDESIGN=Material. Foil Wrap 2.4545 1.40500 22
General Linear Model Paper Wrap 2.5000 .96362 22
[DataSet1] /Users/ekthackston/Documents/cucafe_day3.sav E-Flute 4.6818 1.49241 22

!
a
Mauchly's Test of Sphericity
Measure: Premium
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt
Lower-bound
Geisser
Material .702 7.069 2 .029 .771 .820 .500
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is proportional to an
identity matrix.
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in the Tests of
Within-Subjects Effects table.
!
Tests of Within-Subjects Effects
Measure: Premium
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 71.303 2 35.652 26.724 .000
Greenhouse-Geisser 71.303 1.541 46.266 26.724 .000
Material
Huynh-Feldt 71.303 1.640 43.487 26.724 .000
Lower-bound 71.303 1.000 71.303 26.724 .000
Sphericity Assumed 56.030 42 1.334
Greenhouse-Geisser 56.030 32.364 1.731
Error(Material)
Huynh-Feldt 56.030 34.433 1.627
Lower-bound 56.030 21.000 2.668

!
Estimates
Measure: Premium
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 2.455 .300 1.832 3.077
2 2.500 .205 2.073 2.927
3 4.682 .318 4.020 5.344

!
Pairwise Comparisons
Measure: Premium
b b
(I) Material (J) Material Mean Difference (I- Std. Error Sig. 95% Confidence Interval for Difference
J) Lower Bound Upper Bound
2 -.045 .250 1.000 -.697 .606
1 *
3 -2.227 .421 .000 -3.322 -1.132
1 .045 .250 1.000 -.606 .697
2 *
3 -2.182 .352 .000 -3.098 -1.266
*
1 2.227 .421 .000 1.132 3.322
3 *
2 2.182 .352 .000 1.266 3.098
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.
!
148
 Within-Subjects Factors
Measure: WTP
Price (Foil Wrap, Paper Wrap, E-flute)
Material Dependent Variable
GLM price1 price2 price3
/WSFACTOR=Material 3 Polynomial 1 price1
/MEASURE=WTP 2 price2
/METHOD=SSTYPE(3) 3 price3
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/PRINT=DESCRIPTIVE
!
Descriptive Statistics
/CRITERIA=ALPHA(.05) Mean Std. Deviation N
/WSDESIGN=Material. Foil Wrap 1.5909 .50324 22
General Linear Model Paper Wrap 1.5000 .51177 22
[DataSet1] /Users/ekthackston/Documents/cucafe_day3.sav E-Flute 2.2273 .61193 22

a
Mauchly's Test of Sphericity
Measure: WTP
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .994 .115 2 .944 .994 1.000 .500
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is proportional to an
identity matrix.
a. Design: Intercept
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in the Tests of
Within-Subjects Effects table.

!Tests of Within-Subjects Effects

Measure: WTP
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 6.909 2 3.455 14.870 .000
Greenhouse-Geisser 6.909 1.989 3.474 14.870 .000
Material
Huynh-Feldt 6.909 2.000 3.455 14.870 .000
Lower-bound 6.909 1.000 6.909 14.870 .001
Sphericity Assumed 9.758 42 .232
Greenhouse-Geisser 9.758 41.762 .234
Error(Material)
Huynh-Feldt 9.758 42.000 .232
Lower-bound 9.758 21.000 .465

! Estimates
Measure: WTP
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 1.591 .107 1.368 1.814
2 1.500 .109 1.273 1.727
3 2.227 .130 1.956 2.499

!
Pairwise Comparisons
Measure: WTP
b b
(I) Material (J) Material Mean Difference (I- Std. Error Sig. 95% Confidence Interval for Difference
J) Lower Bound Upper Bound
2 .091 .146 1.000 -.288 .470
1 *
3 -.636 .140 .001 -1.001 -.271
1 -.091 .146 1.000 -.470 .288
2 *
3 -.727 .150 .000 -1.117 -.338
*
1 .636 .140 .001 .271 1.001
3 *
2 .727 .150 .000 .338 1.117
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.
!

149
 Appendix D

Full Scale Study Data and Statistical Analysis

D1. Demographic Data Summary

Age Range Ethnicity

18-20 47.20% American Indian or Alaskan Native 0.00%

21-29 46.40% Asian / Pacific Islander 5.45%
30-39 1.80% Black or African American 10.91%
40-49 1.80% Hispanic American 1.82%
50-59 2.70% White / Caucasian 81.82%

Gender Marital Status

Male 65.50% Married 6.36%
Female 33.60% Widowed 0.00%
Other 0.91% Divorced 2.73%
Separated 0.00%
Never Married 90.91%
Average Household Income
$0-$24,999 31.82%
$25,000-$49,999 17.27% Number of People in Household
$50,000-$74,999 7.27% 1 13.00%
$75,000-$99,999 10.91% 2 56.00%
$100,000-$124,999 10.91% 3 11.00%
$125,000-$149,999 6.36% 4 7.00%
$150,000-$174,999 0.91% 5 9.00%
$175,000-$199,999 1.82% 6 4.00%
$200,000 and up 12.73%

150
Education Level
Less than High School Degree 0.00%
D2. Fast Food Preference Data Summary

How often do you eat fast food?

Almost Daily 9.09%

Not everyday but more than once a week 50.00%
A few times a month, at most 37.27%
Rarely or never 3.64%

For which meal do you most often eat fast food?

Breakfast 3.64%
Lunch 56.36%
Dinner 34.55%
As a snack in between meals 5.45%

Where do you normally eat fast food?

In Car 27.27%
Inside the restaurant 29.09%
At home 33.64%
At work 10.00%

Do you normally walk inside the restaurant or use the drive-thru?

Walk Inisde 52.73%

Drive-thru 47.27%

151
On average how much do you spend at fast food restaurants per visit?

<$2.00 0.91%
D3. Sensory Attributes

Flavor
GET
FILE='/Users/ekthackston/Desktop/THESIS: GRADUATION/Graphs_tables/Wendys_all_sensory_3.sav'.
DATASET NAME DataSet2 WINDOW=FRONT.
SAVE OUTFILE='/Users/ekthackston/Desktop/THESIS: GRADUATION/Graphs_tables/wendys_sensory_anova.sav'
/COMPRESSED.
GLM sample602_flavor sample983_flavor sample180_flavor sample532_flavor BY Condition
/WSFACTOR=Material 4 Polynomial
/MEASURE=Flavor
/METHOD=SSTYPE(3)
/EMMEANS=TABLES(Condition) COMPARE ADJ(BONFERRONI)
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/EMMEANS=TABLES(Condition*Material)
/PRINT=DESCRIPTIVE
/CRITERIA=ALPHA(.05)
/WSDESIGN=Material
/DESIGN=Condition.
General Linear Model
[DataSet2] /Users/ekthackston/Desktop/THESIS:GRADUATION/Graphs_tables/wendys_sensory_anova.sav

Within-Subjects Factors
Measure: Flavor
Between-Subjects Factors
Material Dependent Variable
Value Label N
1 sample602_flavor
1.00 Burger 55
2 sample983_flavor Condition
3 sample180_flavor 2.00 Chicken 55
4 sample532_flavor

Descriptive Statistics
Condition Mean Std. Deviation N
Burger 5.2909 1.34264 55
sample602_flavor Chicken 5.7455 1.32243 55
Total 5.5182 1.34595 110
Burger 5.3091 1.24533 55
sample983_flavor Chicken 5.7818 1.19708 55
Total 5.5455 1.23879 110
sample180_flavor Burger 5.3455 1.17407 55

152
 Chicken 5.9273 1.08619 55
Total 5.6364 1.16310 110
Burger 5.2909 1.13321 55
sample532_flavor Chicken 5.8364 1.06742 55
Total 5.5636 1.12948 110

a
Mauchly's Test of Sphericity
Measure: Flavor
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .912 9.857 5 .079 .940 .977 .333
a. Design: Intercept + Condition
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in
the Tests of Within-Subjects Effects table.

Tests of Within-Subjects Effects

Measure: Flavor
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed .843 3 .281 .322 .810
Greenhouse-Geisser .843 2.819 .299 .322 .797
Material
Huynh-Feldt .843 2.930 .288 .322 .805
Lower-bound .843 1.000 .843 .322 .572
Sphericity Assumed .298 3 .099 .114 .952
Greenhouse-Geisser .298 2.819 .106 .114 .945
Material * Condition
Huynh-Feldt .298 2.930 .102 .114 .949
Lower-bound .298 1.000 .298 .114 .737
Sphericity Assumed 283.109 324 .874
Greenhouse-Geisser 283.109 304.501 .930
Error(Material)
Huynh-Feldt 283.109 316.400 .895
Lower-bound 283.109 108.000 2.621

Estimates
Measure: Flavor
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 5.518 .127 5.266 5.770
2 5.545 .116 5.315 5.776
3 5.636 .108 5.423 5.850
4 5.564 .105 5.356 5.772

Texture
GLM sample602_texture sample983_texture sample180_texture sample532_texture BY Condition
/WSFACTOR=Material 4 Polynomial
/MEASURE=Texture
/METHOD=SSTYPE(3)
/EMMEANS=TABLES(Condition) COMPARE ADJ(BONFERRONI)
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/EMMEANS=TABLES(Condition*Material)
/PRINT=DESCRIPTIVE
/CRITERIA=ALPHA(.05)
/WSDESIGN=Material
/DESIGN=Condition.
General Linear Model

153
[DataSet2] /Users/ekthackston/Desktop/THESIS:GRADUATION/Graphs_tables/wendys_sensory_anova.sav

Within-Subjects Factors
Measure: Texture Between-Subjects Factors
Material Dependent Variable Value Label N
1 sample602_texture 1.00 Burger 55
Condition
2 sample983_texture 2.00 Chicken 55
3 sample180_texture
4 sample532_texture

Descriptive Statistics
Condition Mean Std. Deviation N
Burger 5.1636 1.30190 55
sample602_texture Chicken 5.9455 .91121 55
Total 5.5545 1.18543 110
Burger 5.3818 1.26916 55
sample983_texture Chicken 5.9455 1.00771 55
Total 5.6636 1.17526 110
Burger 5.3818 1.28367 55
sample180_texture Chicken 5.7455 1.22048 55
Total 5.5636 1.26002 110
Burger 5.1455 1.33913 55
sample532_texture Chicken 5.5818 1.43618 55
Total 5.3636 1.39939 110

154

Between-Subjects Factors
 Value Label N
1.00 Burger 55
Condition
2.00 Chicken 55
a
Mauchly's Test of Sphericity
Measure: Texture
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .877 14.020 5 .015 .928 .964 .333
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is
proportional to an identity matrix.
a. Design: Intercept + Condition
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in
the Tests of Within-Subjects Effects table.

Tests of Within-Subjects Effects

Measure: Texture
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 5.182 3 1.727 1.782 .150
Greenhouse-Geisser 5.182 2.784 1.861 1.782 .155
Material
Huynh-Feldt 5.182 2.892 1.792 1.782 .153
Lower-bound 5.182 1.000 5.182 1.782 .185
Sphericity Assumed 2.773 3 .924 .954 .415
Greenhouse-Geisser 2.773 2.784 .996 .954 .410
Material * Condition
Huynh-Feldt 2.773 2.892 .959 .954 .413
Lower-bound 2.773 1.000 2.773 .954 .331
Sphericity Assumed 314.045 324 .969
Greenhouse-Geisser 314.045 300.667 1.044
Error(Material)
Huynh-Feldt 314.045 312.285 1.006
Lower-bound 314.045 108.000 2.908

GLM sample602_overall sample983_overall sample180_overall sample532_overall BY Condition

/WSFACTOR=Material 4 Polynomial
/MEASURE=Overall
/METHOD=SSTYPE(3)
/EMMEANS=TABLES(Condition) COMPARE ADJ(BONFERRONI)
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/EMMEANS=TABLES(Condition*Material)
/PRINT=DESCRIPTIVE
/CRITERIA=ALPHA(.05)
/WSDESIGN=Material
/DESIGN=Condition.
General Linear Model
[DataSet2] /Users/ekthackston/Desktop/THESIS:GRADUATION/Graphs_tables/wendys_sensory_anova.sav

Within-Subjects Factors
Measure: Overall
Material Dependent Variable
1 sample602_overall
2 sample983_overall
3 sample180_overall
4 sample532_overall

Descriptive Statistics
Condition Mean Std. Deviation N
sample602_overall Burger 5.2364 1.30474 55

155
 Chicken 5.6545 1.26518 55
Total 5.4455 1.29633 110
Burger 5.3091 1.26011 55
sample983_overall Chicken 5.8000 1.00738 55
Total 5.5545 1.16198 110
Burger 5.3818 1.14651 55
sample180_overall Chicken 5.8909 1.11675 55
Total 5.6364 1.15518 110
Burger 5.1091 1.14944 55
sample532_overall Chicken 5.6727 1.20269 55
Total 5.3909 1.20470 110

a
Mauchly's Test of Sphericity
Measure: Overall
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .886 12.885 5 .024 .930 .966 .333
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is
proportional to an identity matrix.
a. Design: Intercept + Condition
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in
the Tests of Within-Subjects Effects table.

Tests of Within-Subjects Effects

Measure: Overall
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 3.989 3 1.330 1.486 .218
Greenhouse-Geisser 3.989 2.791 1.429 1.486 .221
Material
Huynh-Feldt 3.989 2.899 1.376 1.486 .220
Lower-bound 3.989 1.000 3.989 1.486 .226
Sphericity Assumed .298 3 .099 .111 .954
Greenhouse-Geisser .298 2.791 .107 .111 .945
Material * Condition
Huynh-Feldt .298 2.899 .103 .111 .950
Lower-bound .298 1.000 .298 .111 .740
Sphericity Assumed 289.964 324 .895
Greenhouse-Geisser 289.964 301.461 .962
Error(Material)
Huynh-Feldt 289.964 313.137 .926
Lower-bound 289.964 108.000 2.685

Acceptance
GLM sample602_how_often_would_you_eat_this_product sample983_how_often_would_you_eat_this_product
sample180_how_often_would_you_eat_this_product sample532_how_often_would_you_eat_this_product BY Condition
/WSFACTOR=Material 4 Polynomial
/MEASURE=Acceptability
/METHOD=SSTYPE(3)
/EMMEANS=TABLES(Condition) COMPARE ADJ(BONFERRONI)
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/EMMEANS=TABLES(Condition*Material)
/PRINT=DESCRIPTIVE
/CRITERIA=ALPHA(.05)
/WSDESIGN=Material
/DESIGN=Condition.
General Linear Model
[DataSet2] /Users/ekthackston/Desktop/THESIS: GRADUATION/Graphs_tables/wendys_sensory_anova.sav

Between-Subjects Factors

156
 Value Label N
Within-Subjects Factors 1.00 Burger 55
Measure: Acceptability Condition
2.00 Chicken 55
Material Dependent Variable
sample602_how_often_would_
1
you_eat_this_product
sample983_how_often_would_
2
you_eat_this_product
sample180_how_often_would_
3
you_eat_this_product
sample532_how_often_would_
4
you_eat_this_product

Descriptive Statistics
Condition Mean Std. Deviation N
sample602_how_often_w Burger 5.509 1.5501 55
ould_you_eat_this_produc Chicken 5.873 1.4789 55
t Total 5.691 1.5190 110
sample983_how_often_w Burger 5.7091 1.74984 55
ould_you_eat_this_produc Chicken 5.8545 1.26810 55
t Total 5.7818 1.52280 110
sample180_how_often_w Burger 5.6545 1.51802 55
ould_you_eat_this_produc Chicken 6.0364 1.30474 55
t Total 5.8455 1.42189 110
sample532_how_often_w Burger 5.3091 1.43853 55
ould_you_eat_this_produc Chicken 5.7818 1.54789 55
t Total 5.5455 1.50617 110

a
Mauchly's Test of Sphericity
Measure: Acceptability
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .908 10.350 5 .066 .947 .984 .333
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is
proportional to an identity matrix.
a. Design: Intercept + Condition
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in
the Tests of Within-Subjects Effects table.

Tests of Within-Subjects Effects

Measure: Acceptability
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 5.589 3 1.863 1.638 .181
Greenhouse-Geisser 5.589 2.841 1.967 1.638 .183
Material
Huynh-Feldt 5.589 2.952 1.893 1.638 .181
Lower-bound 5.589 1.000 5.589 1.638 .203
Sphericity Assumed 1.589 3 .530 .466 .707
Greenhouse-Geisser 1.589 2.841 .559 .466 .696
Material * Condition
Huynh-Feldt 1.589 2.952 .538 .466 .703
Lower-bound 1.589 1.000 1.589 .466 .497
Sphericity Assumed 368.573 324 1.138
Greenhouse-Geisser 368.573 306.798 1.201
Error(Material)
Huynh-Feldt 368.573 318.867 1.156
Lower-bound 368.573 108.000 3.413
D4. Functionality Attributes

157
Protects Product
GET
FILE='/Users/ekthackston/Desktop/THESIS: GRADUATION/Graphs_tables/Wendys_all_functionality.sav'.
DATASET NAME DataSet1 WINDOW=FRONT.
SAVE OUTFILE='/Users/ekthackston/Desktop/THESIS: '+
'GRADUATION/Graphs_tables/Wendys_all_functionality_anova.sav'
/COMPRESSED.
DATASET ACTIVATE DataSet1.
SAVE OUTFILE='/Users/ekthackston/Desktop/THESIS: '+
'GRADUATION/Graphs_tables/Wendys_all_functionality_anova.sav'
/COMPRESSED.
GLM sample602_protects sample983_protects sample180_protects sample532_protects BY Condition
/WSFACTOR=Material 4 Polynomial
/MEASURE=ProtectsProduct
/METHOD=SSTYPE(3)
/EMMEANS=TABLES(Condition) COMPARE ADJ(BONFERRONI)
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/EMMEANS=TABLES(Condition*Material)
/PRINT=DESCRIPTIVE
/CRITERIA=ALPHA(.05)
/WSDESIGN=Material
/DESIGN=Condition.
General Linear Model
[DataSet1] /Users/ekthackston/Desktop/THESIS: GRADUATION/Graphs_tables/Wendys_all_functionality_anova.sav

Within-Subjects Factors
Measure: ProtectsProduct
Material Dependent Variable Between-Subjects Factors
1 sample602_protects Value Label N
2 sample983_protects 1.00 Burger 55
Condition
3 sample180_protects 2.00 Chicken 55
4 sample532_protects

Descriptive Statistics
Condition Mean Std. Deviation N
Burger 5.6364 1.39262 55
Protects product Chicken 5.9091 1.20605 55
Total 5.7727 1.30390 110
Burger 6.2909 .80904 55
Protects product Chicken 6.2727 .98985 55
Total 6.2818 .89987 110
Burger 5.8182 1.07309 55
Protects product Chicken 6.2909 .78582 55
Total 6.0545 .96580 110
Burger 3.3091 1.66525 55
Protects product Chicken 3.2727 1.75810 55
Total 3.2909 1.70453 110

a
Mauchly's Test of Sphericity
Measure: ProtectsProduct
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .629 49.523 5 .000 .754 .778 .333
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is
proportional to an identity matrix.
a. Design: Intercept + Condition
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in
the Tests of Within-Subjects Effects table.

158
Tests of Within-Subjects Effects
Measure: ProtectsProduct
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 636.155 3 212.052 147.946 .000
Greenhouse-
636.155 2.263 281.119 147.946 .000
Material Geisser
Huynh-Feldt 636.155 2.335 272.414 147.946 .000
Lower-bound 636.155 1.000 636.155 147.946 .000
Sphericity Assumed 4.955 3 1.652 1.152 .328
Greenhouse-
4.955 2.263 2.189 1.152 .322
Material * Condition Geisser
Huynh-Feldt 4.955 2.335 2.122 1.152 .323
Lower-bound 4.955 1.000 4.955 1.152 .285
Sphericity Assumed 464.391 324 1.433
Greenhouse-
464.391 244.397 1.900
Error(Material) Geisser
Huynh-Feldt 464.391 252.207 1.841
Lower-bound 464.391 108.000 4.300

Estimates
Measure: ProtectsProduct
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 5.773 .124 5.527 6.019
2 6.282 .086 6.111 6.453
3 6.055 .090 5.877 6.232
4 3.291 .163 2.967 3.615

Pairwise Comparisons
Measure: ProtectsProduct
b
(I) Material (J) Material Mean Difference Std. Error Sig. 95% Confidence Interval for
b
(I-J) Difference
Lower Bound Upper Bound
*
2 -.509 .131 .001 -.861 -.158
1 3 -.282 .132 .211 -.637 .073
*
4 2.482 .200 .000 1.946 3.018
*
1 .509 .131 .001 .158 .861
2 3 .227 .113 .285 -.077 .532
*
4 2.991 .185 .000 2.493 3.488
1 .282 .132 .211 -.073 .637
3 2 -.227 .113 .285 -.532 .077
*
4 2.764 .187 .000 2.261 3.266
*
1 -2.482 .200 .000 -3.018 -1.946
*
4 2 -2.991 .185 .000 -3.488 -2.493
*
3 -2.764 .187 .000 -3.266 -2.261
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.

Easy to Open
GLM sample602_open sample983_open sample180_open sample532_open BY Condition
/WSFACTOR=Material 4 Polynomial
/MEASURE=EasyOpen
/METHOD=SSTYPE(3)
/EMMEANS=TABLES(Condition) COMPARE ADJ(BONFERRONI)
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)

159
 /EMMEANS=TABLES(Condition*Material)
/PRINT=DESCRIPTIVE
/CRITERIA=ALPHA(.05)
/WSDESIGN=Material
/DESIGN=Condition.
General Linear Model
[DataSet1] /Users/ekthackston/Desktop/THESIS: GRADUATION/Graphs_tables/Wendys_all_functionality_anova.sav

Within-Subjects Factors
Measure: EasyOpen
Material Dependent Between-Subjects Factors
Variable
Value Label N
1 sample602_open
1.00 Burger 55
2 sample983_open Condition
2.00 Chicken 55
3 sample180_open
4 sample532_open

Descriptive Statistics
Condition Mean Std. Deviation N
Burger 3.9273 2.01710 55
Easy to open Chicken 4.2182 2.02476 55
Total 4.0727 2.01694 110
Burger 5.3091 1.42560 55
Easy to open Chicken 5.2727 1.78942 55
Total 5.2909 1.61043 110
Burger 5.8545 1.23855 55
Easy to open Chicken 6.1818 1.00168 55
Total 6.0182 1.13317 110
Burger 5.8909 1.36995 55
Easy to open Chicken 6.2182 1.06616 55
Total 6.0545 1.23286 110

a
Mauchly's Test of Sphericity
Measure: EasyOpen
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .699 38.277 5 .000 .810 .838 .333
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is
proportional to an identity matrix.
a. Design: Intercept + Condition
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in
the Tests of Within-Subjects Effects table.

Tests of Within-Subjects Effects

Measure: EasyOpen
Source Type III Sum of Squares df Mean Square F Sig.
Sphericity Assumed 283.518 3 94.506 44.222 .000
Greenhouse-Geisser 283.518 2.431 116.645 44.222 .000
Material
Huynh-Feldt 283.518 2.514 112.791 44.222 .000
Lower-bound 283.518 1.000 283.518 44.222 .000

160
 Sphericity Assumed 2.573 3 .858 .401 .752
Greenhouse-Geisser 2.573 2.431 1.058 .401 .710
Material * Condition
Huynh-Feldt 2.573 2.514 1.023 .401 .717
Lower-bound 2.573 1.000 2.573 .401 .528
Sphericity Assumed 692.409 324 2.137
Greenhouse-Geisser 692.409 262.505 2.638
Error(Material)
Huynh-Feldt 692.409 271.476 2.551
Lower-bound 692.409 108.000 6.411

Estimates
Measure: EasyOpen
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 4.073 .193 3.691 4.455
2 5.291 .154 4.985 5.597
3 6.018 .107 5.805 6.231
4 6.055 .117 5.823 6.287

Pairwise Comparisons
Measure: EasyOpen
b
(I) Material (J) Material Mean Difference Std. Error Sig. 95% Confidence Interval for
b
(I-J) Difference
Lower Bound Upper Bound
*
2 -1.218 .198 .000 -1.750 -.686
*
1 3 -1.945 .227 .000 -2.554 -1.337
*
4 -1.982 .233 .000 -2.609 -1.355
*
1 1.218 .198 .000 .686 1.750
*
2 3 -.727 .175 .000 -1.197 -.258
*
4 -.764 .193 .001 -1.283 -.244
*
1 1.945 .227 .000 1.337 2.554
*
3 2 .727 .175 .000 .258 1.197
4 -.036 .143 1.000 -.420 .347
*
1 1.982 .233 .000 1.355 2.609
*
4 2 .764 .193 .001 .244 1.283
3 .036 .143 1.000 -.347 .420
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.

Contains Product
GLM sample602_contains sample983_contains sample180_contains sample532_contains BY Condition
/WSFACTOR=Material 4 Polynomial
/MEASURE=ContainsProduct
/METHOD=SSTYPE(3)
/EMMEANS=TABLES(Condition) COMPARE ADJ(BONFERRONI)
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/EMMEANS=TABLES(Condition*Material)
/PRINT=DESCRIPTIVE
/CRITERIA=ALPHA(.05)
/WSDESIGN=Material
/DESIGN=Condition.
General Linear Model
[DataSet1] /Users/ekthackston/Desktop/THESIS: GRADUATION/Graphs_tables/Wendys_all_functionality_anova.sav

Within-Subjects Factors
Measure: ContainsProduct
Material Dependent Variable
1 sample602_contains
2 sample983_contains

161
3 sample180_contains
4 sample532_contains

Descriptive Statistics
Condition Mean Std. Deviation N
Burger 5.5455 1.53741 55
Contains product Chicken 6.0727 1.16832 55
Total 5.8091 1.38468 110
Burger 6.2909 .80904 55
Contains product Chicken 6.5273 .71633 55
Total 6.4091 .76979 110
Burger 6.1091 .89593 55
Contains product Chicken 6.3636 .82470 55
Total 6.2364 .86658 110
Burger 4.8909 1.62928 55
Contains product Chicken 5.0000 1.56347 55
Total 4.9455 1.59032 110

a
Mauchly's Test of Sphericity
Measure: ContainsProduct
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .491 75.857 5 .000 .713 .735 .333
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is
proportional to an identity matrix.
a. Design: Intercept + Condition
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in
the Tests of Within-Subjects Effects table.

Tests of Within-Subjects Effects

Measure: ContainsProduct
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 140.991 3 46.997 42.303 .000
Greenhouse-Geisser 140.991 2.139 65.903 42.303 .000
Material
Huynh-Feldt 140.991 2.204 63.966 42.303 .000
Lower-bound 140.991 1.000 140.991 42.303 .000
Sphericity Assumed 2.555 3 .852 .766 .514
Greenhouse-Geisser 2.555 2.139 1.194 .766 .474
Material * Condition
Huynh-Feldt 2.555 2.204 1.159 .766 .477
Lower-bound 2.555 1.000 2.555 .766 .383
Sphericity Assumed 359.955 324 1.111
Greenhouse-Geisser 359.955 231.053 1.558
Error(Material)
Huynh-Feldt 359.955 238.047 1.512
Lower-bound 359.955 108.000 3.333

Estimates
Measure: ContainsProduct
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 5.809 .130 5.551 6.067
2 6.409 .073 6.265 6.553
3 6.236 .082 6.074 6.399
4 4.945 .152 4.644 5.247

162
Pairwise Comparisons
Measure: ContainsProduct
b
(I) Material (J) Material Mean Difference Std. Error Sig. 95% Confidence Interval for
b
(I-J) Difference
Lower Bound Upper Bound
*
2 -.600 .118 .000 -.918 -.282
*
1 3 -.427 .126 .006 -.766 -.088
*
4 .864 .185 .000 .367 1.361
*
1 .600 .118 .000 .282 .918
2 3 .173 .081 .210 -.045 .390
*
4 1.464 .159 .000 1.036 1.891
*
1 .427 .126 .006 .088 .766
3 2 -.173 .081 .210 -.390 .045
*
4 1.291 .159 .000 .864 1.718
*
1 -.864 .185 .000 -1.361 -.367
*
4 2 -1.464 .159 .000 -1.891 -1.036
*
3 -1.291 .159 .000 -1.718 -.864
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.

Keeps Product Warm

GLM sample602_warm sample983_warm sample180_warm sample532_warm BY Condition
/WSFACTOR=Material 4 Polynomial
/MEASURE=KeepsWarm
/METHOD=SSTYPE(3)
/EMMEANS=TABLES(Condition) COMPARE ADJ(BONFERRONI)
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/EMMEANS=TABLES(Condition*Material)
/PRINT=DESCRIPTIVE
/CRITERIA=ALPHA(.05)
/WSDESIGN=Material
/DESIGN=Condition.
General Linear Model
[DataSet1] /Users/ekthackston/Desktop/THESIS: GRADUATION/Graphs_tables/Wendys_all_functionality_anova

Within-Subjects Factors
Measure: KeepsWarm Between-Subjects Factors
Material Dependent Variable Value Label N
1 sample602_warm 1.00 Burger 55
2 sample983_warm Condition
2.00 Chicken 55
3 sample180_warm
4 sample532_warm

Descriptive Statistics
Condition Mean Std. Deviation N
Burger 4.9273 1.59692 55
Keeps product warm Chicken 5.2000 1.33888 55
Total 5.0636 1.47317 110
Burger 5.7273 1.25395 55
Keeps product warm Chicken 5.9091 1.05887 55
Total 5.8182 1.15879 110
Burger 5.8545 .93131 55
Keeps product warm Chicken 6.1273 .94388 55
Total 5.9909 .94331 110

163
 Burger 3.8909 1.67412 55
Keeps product warm Chicken 3.6182 1.70501 55
Total 3.7545 1.68744 110

a
Mauchly's Test of Sphericity
Measure: KeepsWarm
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt
Lower-bound
Geisser
Material .720 35.126 5 .000 .833 .862 .333
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is
proportional to an identity matrix.
a. Design: Intercept + Condition
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in
the Tests of Within-Subjects Effects table.

Tests of Within-Subjects Effects

Measure: KeepsWarm
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 341.898 3 113.966 78.693 .000
Greenhouse-Geisser 341.898 2.499 136.832 78.693 .000
Material
Huynh-Feldt 341.898 2.586 132.198 78.693 .000
Lower-bound 341.898 1.000 341.898 78.693 .000
Sphericity Assumed 5.625 3 1.875 1.295 .276
Greenhouse-Geisser 5.625 2.499 2.251 1.295 .277
Material * Condition
Huynh-Feldt 5.625 2.586 2.175 1.295 .277
Lower-bound 5.625 1.000 5.625 1.295 .258
Sphericity Assumed 469.227 324 1.448
Greenhouse-Geisser 469.227 269.857 1.739
Error(Material)
Huynh-Feldt 469.227 279.316 1.680
Lower-bound 469.227 108.000 4.345

Estimates
Measure: KeepsWarm
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 5.064 .140 4.785 5.342
2 5.818 .111 5.599 6.038
3 5.991 .089 5.814 6.168
4 3.755 .161 3.435 4.074

Pairwise Comparisons
Measure: KeepsWarm
b
(I) Material (J) Material Mean Difference Std. Error Sig. 95% Confidence Interval for
b
(I-J) Difference
Lower Bound Upper Bound
*
2 -.755 .133 .000 -1.112 -.397
*
1 3 -.927 .156 .000 -1.345 -.509
*
4 1.309 .186 .000 .809 1.809
*
1 .755 .133 .000 .397 1.112
2 3 -.173 .119 .906 -.494 .148
*
4 2.064 .181 .000 1.577 2.550

164
 *
1 .927 .156 .000 .509 1.345
3 2 .173 .119 .906 -.148 .494
*
4 2.236 .186 .000 1.737 2.735
*
1 -1.309 .186 .000 -1.809 -.809
*
4 2 -2.064 .181 .000 -2.550 -1.577
*
3 -2.236 .186 .000 -2.735 -1.737
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.

Easy to Carry
GLM sample602_carry sample983_carry sample180_carry sample532_carry BY Condition
/WSFACTOR=Material 4 Polynomial
/MEASURE=EasyCarry
/METHOD=SSTYPE(3)
/EMMEANS=TABLES(Condition) COMPARE ADJ(BONFERRONI)
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/EMMEANS=TABLES(Condition*Material)
/PRINT=DESCRIPTIVE
/CRITERIA=ALPHA(.05)
/WSDESIGN=Material
/DESIGN=Condition.
General Linear Model
[DataSet1] /Users/ekthackston/Desktop/THESIS: GRADUATION/Graphs_tables/Wendys_all_functionality_anova.sav

Within-Subjects Factors
Measure: EasyCarry
Material Dependent Variable
1 sample602_carry Between-Subjects Factors
2 sample983_carry Value Label N
3 sample180_carry 1.00 Burger 55
4 sample532_carry Condition
2.00 Chicken 55

Descriptive Statistics
Condition Mean Std. Deviation N
Burger 4.6182 1.77942 55
Easy to carry Chicken 5.1636 1.48777 55
Total 4.8909 1.65538 110
Burger 5.5818 1.48687 55
Easy to carry Chicken 6.1818 1.00168 55
Total 5.8818 1.29736 110
Burger 5.4727 1.31733 55
Easy to carry Chicken 6.1818 .79561 55
Total 5.8273 1.14025 110
Burger 5.4727 1.51357 55
Easy to carry Chicken 5.3636 1.60282 55
Total 5.4182 1.55264 110

a
Mauchly's Test of Sphericity
Measure: EasyCarry
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-FeldtLower-bound
Geisser
Material .790 25.165 5 .000 .859 .890 .333
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is
proportional to an identity matrix.
a. Design: Intercept + Condition
Within Subjects Design: Material

165
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in
the Tests of Within-Subjects Effects table.

Tests of Within-Subjects Effects

Measure: EasyCarry
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 69.355 3 23.118 14.436 .000
Greenhouse-Geisser 69.355 2.577 26.913 14.436 .000
Material
Huynh-Feldt 69.355 2.670 25.977 14.436 .000
Lower-bound 69.355 1.000 69.355 14.436 .000
Sphericity Assumed 11.291 3 3.764 2.350 .072
Greenhouse-Geisser 11.291 2.577 4.381 2.350 .082
Material * Condition
Huynh-Feldt 11.291 2.670 4.229 2.350 .080
Lower-bound 11.291 1.000 11.291 2.350 .128
Sphericity Assumed 518.855 324 1.601
Greenhouse-Geisser 518.855 278.313 1.864
Error(Material)
Huynh-Feldt 518.855 288.347 1.799
Lower-bound 518.855 108.000 4.804

Estimates
Measure: EasyCarry
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 4.891 .156 4.581 5.201
2 5.882 .121 5.642 6.121
3 5.827 .104 5.622 6.033
4 5.418 .149 5.124 5.713

Pairwise Comparisons
Measure: EasyCarry
b
(I) Material (J) Material Mean Difference Std. Error Sig. 95% Confidence Interval for
b
(I-J) Difference
Lower Bound Upper Bound
*
2 -.991 .149 .000 -1.391 -.591
*
1 3 -.936 .156 .000 -1.355 -.518
4 -.527 .204 .066 -1.075 .021
*
1 .991 .149 .000 .591 1.391
2 3 .055 .134 1.000 -.306 .415
4 .464 .189 .094 -.044 .971
*
1 .936 .156 .000 .518 1.355
3 2 -.055 .134 1.000 -.415 .306
4 .409 .182 .160 -.080 .899
1 .527 .204 .066 -.021 1.075
4 2 -.464 .189 .094 -.971 .044
3 -.409 .182 .160 -.899 .080
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.
D5. Credence Attributes

Natural
GET
FILE='/Users/ekthackston/Desktop/THESIS: GRADUATION/Graphs_tables/Wendys_all_qualities.sav'.
DATASET NAME DataSet2 WINDOW=FRONT.
SAVE OUTFILE='/Users/ekthackston/Desktop/THESIS: GRADUATION/Graphs_tables/quality_all_anova.sav'
/COMPRESSED.
DATASET ACTIVATE DataSet2.
SAVE OUTFILE='/Users/ekthackston/Desktop/THESIS: GRADUATION/Graphs_tables/quality_all_anova.sav'
/COMPRESSED.

166
GLM s602_nat s983_nat s180_nat s532_nat BY Condition
/WSFACTOR=Material 4 Polynomial
/MEASURE=Natural
/METHOD=SSTYPE(3)
/EMMEANS=TABLES(Condition) COMPARE ADJ(BONFERRONI)
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/EMMEANS=TABLES(Condition*Material)
/PRINT=DESCRIPTIVE
/CRITERIA=ALPHA(.05)
/WSDESIGN=Material
/DESIGN=Condition.
General Linear Model
[DataSet2] /Users/ekthackston/Desktop/THESIS: GRADUATION/Graphs_tables/quality_all_anova.sav

Within-Subjects Factors
Measure: Natural
Between-Subjects Factors
Material Dependent Variable
1 s602_nat Value Label N
2 s983_nat 1.00 Burger 55
Condition
3 s180_nat 2.00 Chicken 55
4 s532_nat

Descriptive Statistics
Condition Mean Std. Deviation N
Burger 4.5455 1.52532 55
s602_nat Chicken 4.3818 1.34013 55
Total 4.4636 1.43148 110
Burger 5.5091 1.24533 55
s983_nat Chicken 5.2364 1.37388 55
Total 5.3727 1.31232 110
Burger 2.6909 1.83457 55
s180_nat Chicken 3.1818 1.67874 55
Total 2.9364 1.76758 110
Burger 4.0182 1.75848 55
s532_nat Chicken 4.5455 1.42489 55
Total 4.2818 1.61491 110

a
Mauchly's Test of Sphericity
Measure: Natural
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .766 28.441 5 .000 .861 .892 .333
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is
proportional to an identity matrix.
a. Design: Intercept + Condition
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in
the Tests of Within-Subjects Effects table.

Tests of Within-Subjects Effects

Measure: Natural
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 333.527 3 111.176 56.482 .000
Greenhouse-Geisser 333.527 2.582 129.186 56.482 .000
Material
Huynh-Feldt 333.527 2.675 124.683 56.482 .000
Lower-bound 333.527 1.000 333.527 56.482 .000
Sphericity Assumed 14.727 3 4.909 2.494 .060
Material * Condition
Greenhouse-Geisser 14.727 2.582 5.704 2.494 .069

167
 Huynh-Feldt 14.727 2.675 5.506 2.494 .067
Lower-bound 14.727 1.000 14.727 2.494 .117
Sphericity Assumed 637.745 324 1.968
Greenhouse-Geisser 637.745 278.830 2.287
Error(Material)
Huynh-Feldt 637.745 288.899 2.208
Lower-bound 637.745 108.000 5.905

Estimates
Measure: Natural
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 4.464 .137 4.192 4.735
2 5.373 .125 5.125 5.621
3 2.936 .168 2.604 3.269
4 4.282 .153 3.979 4.584

Pairwise Comparisons
Measure: Natural
b
(I) Material (J) Material Mean Difference Std. Error Sig. 95% Confidence Interval for
b
(I-J) Difference
Lower Bound Upper Bound
*
2 -.909 .143 .000 -1.293 -.525
*
1 3 1.527 .196 .000 1.001 2.054
4 .182 .172 1.000 -.282 .645
*
1 .909 .143 .000 .525 1.293
*
2 3 2.436 .225 .000 1.832 3.041
*
4 1.091 .190 .000 .580 1.602
*
1 -1.527 .196 .000 -2.054 -1.001
*
3 2 -2.436 .225 .000 -3.041 -1.832
*
4 -1.345 .199 .000 -1.879 -.812
1 -.182 .172 1.000 -.645 .282
*
4 2 -1.091 .190 .000 -1.602 -.580
*
3 1.345 .199 .000 .812 1.879
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.

Environmentally Friendly
GLM s602_env s983_env s180_env s532_env BY Condition
/WSFACTOR=Material 4 Polynomial
/MEASURE=EcoFriendly
/METHOD=SSTYPE(3)
/EMMEANS=TABLES(Condition) COMPARE ADJ(BONFERRONI)
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/EMMEANS=TABLES(Condition*Material)
/PRINT=DESCRIPTIVE
/CRITERIA=ALPHA(.05)
/WSDESIGN=Material
/DESIGN=Condition.
General Linear Model
[DataSet2] /Users/ekthackston/Desktop/THESIS: GRADUATION/Graphs_tables/quality_all_anova.sav

Within-Subjects Factors
Measure: EcoFriendly
Material Dependent Variable
1 s602_env
2 s983_env
3 s180_env
4 s532_env

168
 Between-Subjects Factors
Value Label N
1.00 Burger 55
Condition
2.00 Chicken 55

Descriptive Statistics
Condition Mean Std. Deviation N
Burger 4.4727 1.54985 55
s602_env Chicken 4.5636 1.44995 55
Total 4.5182 1.49453 110
Burger 5.2000 1.35264 55
s983_env Chicken 5.0909 1.51868 55
Total 5.1455 1.43250 110
Burger 2.5273 1.83439 55
s180_env Chicken 2.6727 1.54026 55
Total 2.6000 1.68751 110
Burger 4.1818 1.76479 55
s532_env Chicken 4.5636 1.37118 55
Total 4.3727 1.58467 110

a
Mauchly's Test of Sphericity
Measure: EcoFriendly
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .795 24.434 5 .000 .871 .903 .333
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is
proportional to an identity matrix.
a. Design: Intercept + Condition
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in
the Tests of Within-Subjects Effects table.

Tests of Within-Subjects Effects

Measure: EcoFriendly
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 393.609 3 131.203 70.494 .000
Greenhouse-Geisser 393.609 2.613 150.651 70.494 .000
Material
Huynh-Feldt 393.609 2.708 145.345 70.494 .000
Lower-bound 393.609 1.000 393.609 70.494 .000
Sphericity Assumed 3.364 3 1.121 .602 .614
Greenhouse-Geisser 3.364 2.613 1.287 .602 .591
Material * Condition
Huynh-Feldt 3.364 2.708 1.242 .602 .597
Lower-bound 3.364 1.000 3.364 .602 .439
Sphericity Assumed 603.027 324 1.861
Greenhouse-Geisser 603.027 282.174 2.137
Error(Material)
Huynh-Feldt 603.027 292.475 2.062
Lower-bound 603.027 108.000 5.584

Estimates
Measure: EcoFriendly
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 4.518 .143 4.235 4.802
2 5.145 .137 4.874 5.417
3 2.600 .161 2.280 2.920
4 4.373 .151 4.074 4.671

Pairwise Comparisons

169
Measure: EcoFriendly
b
(I) Material (J) Material Mean Difference Std. Error Sig. 95% Confidence Interval for
b
(I-J) Difference
Lower Bound Upper Bound
*
2 -.627 .142 .000 -1.008 -.246
*
1 3 1.918 .194 .000 1.396 2.440
4 .145 .163 1.000 -.292 .583
*
1 .627 .142 .000 .246 1.008
*
2 3 2.545 .209 .000 1.983 3.107
*
4 .773 .172 .000 .310 1.236
*
1 -1.918 .194 .000 -2.440 -1.396
*
3 2 -2.545 .209 .000 -3.107 -1.983
*
4 -1.773 .213 .000 -2.345 -1.201
1 -.145 .163 1.000 -.583 .292
*
4 2 -.773 .172 .000 -1.236 -.310
*
3 1.773 .213 .000 1.201 2.345
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.

Modern
GLM s602_mod s983_mod s180_mod s532_mod BY Condition
/WSFACTOR=Material 4 Polynomial
/MEASURE=Modern
/METHOD=SSTYPE(3)
/EMMEANS=TABLES(Condition) COMPARE ADJ(BONFERRONI)
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/EMMEANS=TABLES(Condition*Material)
/PRINT=DESCRIPTIVE
/CRITERIA=ALPHA(.05)
/WSDESIGN=Material
/DESIGN=Condition.
General Linear Model
[DataSet2] /Users/ekthackston/Desktop/THESIS: GRADUATION/Graphs_tables/quality_all_anova.sav

Within-Subjects Factors
Measure: Modern
Material Dependent Variable Between-Subjects Factors
1 s602_mod Value Label N
2 s983_mod 1.00 Burger 55
3 s180_mod Condition
2.00 Chicken 55
4 s532_mod

Descriptive Statistics
Condition Mean Std. Deviation N
Burger 4.8182 1.56455 55
s602_mod Chicken 4.8000 1.54440 55
Total 4.8091 1.54739 110
Burger 5.1091 1.34264 55
s983_mod Chicken 4.9818 1.64981 55
Total 5.0455 1.49854 110
Burger 4.1091 1.79168 55
s180_mod Chicken 4.2182 1.75004 55
Total 4.1636 1.76369 110
Burger 3.0000 1.76383 55
s532_mod Chicken 3.1273 1.50376 55
Total 3.0636 1.63268 110

170
 a
Mauchly's Test of Sphericity
Measure: Modern
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt
Lower-bound
Geisser
Material .886 12.978 5 .024 .924 .960 .333
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is
proportional to an identity matrix.
a. Design: Intercept + Condition
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in
the Tests of Within-Subjects Effects table.

Tests of Within-Subjects Effects

Measure: Modern
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 259.443 3 86.481 38.801 .000
Greenhouse-Geisser 259.443 2.772 93.591 38.801 .000
Material
Huynh-Feldt 259.443 2.879 90.121 38.801 .000
Lower-bound 259.443 1.000 259.443 38.801 .000
Sphericity Assumed 1.170 3 .390 .175 .913
Greenhouse-Geisser 1.170 2.772 .422 .175 .901
Material * Condition
Huynh-Feldt 1.170 2.879 .407 .175 .907
Lower-bound 1.170 1.000 1.170 .175 .676
Sphericity Assumed 722.136 324 2.229
Greenhouse-Geisser 722.136 299.388 2.412
Error(Material)
Huynh-Feldt 722.136 310.912 2.323
Lower-bound 722.136 108.000 6.686

Estimates
Measure: Modern
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 4.809 .148 4.515 5.103
2 5.045 .143 4.761 5.330
3 4.164 .169 3.829 4.498
4 3.064 .156 2.754 3.373

Pairwise Comparisons
Measure: Modern
b
(I) Material (J) Material Mean Difference Std. Error Sig. 95% Confidence Interval for
b
(I-J) Difference
Lower Bound Upper Bound
2 -.236 .170 1.000 -.693 .221
*
1 3 .645 .219 .024 .056 1.235
*
4 1.745 .200 .000 1.207 2.284
1 .236 .170 1.000 -.221 .693
*
2 3 .882 .214 .000 .308 1.456
*
4 1.982 .208 .000 1.424 2.540
*
1 -.645 .219 .024 -1.235 -.056
3 *
2 -.882 .214 .000 -1.456 -.308

171
 *
4 1.100 .193 .000 .580 1.620
*
1 -1.745 .200 .000 -2.284 -1.207
*
4 2 -1.982 .208 .000 -2.540 -1.424
*
3 -1.100 .193 .000 -1.620 -.580
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.

Neat
GLM s602_neat s983_neat s180_neat s532_neat BY Condition
/WSFACTOR=Material 4 Polynomial
/MEASURE=Neat
/METHOD=SSTYPE(3)
/EMMEANS=TABLES(Condition) COMPARE ADJ(BONFERRONI)
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/EMMEANS=TABLES(Condition*Material)
/PRINT=DESCRIPTIVE
/CRITERIA=ALPHA(.05)
/WSDESIGN=Material
/DESIGN=Condition.
General Linear Model
[DataSet2] /Users/ekthackston/Desktop/THESIS: GRADUATION/Graphs_tables/quality_all_anova.sav

Within-Subjects Factors
Measure: Neat
Material Dependent Variable Between-Subjects Factors
1 s602_neat Value Label N
2 s983_neat 1.00 Burger 55
Condition
3 s180_neat 2.00 Chicken 55
4 s532_neat

Descriptive Statistics
Condition Mean Std. Deviation N
Burger 4.8000 1.50800 55
s602_neat Chicken 4.9455 1.71506 55
Total 4.8727 1.60909 110
Burger 5.5636 1.18265 55
s983_neat Chicken 5.2909 1.47413 55
Total 5.4273 1.33725 110
Burger 4.8182 1.49184 55
s180_neat Chicken 5.1091 1.51135 55
Total 4.9636 1.50185 110
Burger 3.2364 1.67734 55
s532_neat Chicken 3.0000 1.56347 55
Total 3.1182 1.61831 110

a
Mauchly's Test of Sphericity
Measure: Neat
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .870 14.805 5 .011 .918 .953 .333
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is
proportional to an identity matrix.
a. Design: Intercept + Condition
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in
the Tests of Within-Subjects Effects table.

172
Tests of Within-Subjects Effects
Measure: Neat
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 339.536 3 113.179 55.560 .000
Greenhouse-Geisser 339.536 2.755 123.255 55.560 .000
Material
Huynh-Feldt 339.536 2.860 118.710 55.560 .000
Lower-bound 339.536 1.000 339.536 55.560 .000
Sphericity Assumed 6.455 3 2.152 1.056 .368
Greenhouse-Geisser 6.455 2.755 2.343 1.056 .364
Material * Condition
Huynh-Feldt 6.455 2.860 2.257 1.056 .366
Lower-bound 6.455 1.000 6.455 1.056 .306
Sphericity Assumed 660.009 324 2.037
Greenhouse-Geisser 660.009 297.514 2.218
Error(Material)
Huynh-Feldt 660.009 308.902 2.137
Lower-bound 660.009 108.000 6.111

Estimates
Measure: Neat
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 4.873 .154 4.568 5.178
2 5.427 .127 5.175 5.680
3 4.964 .143 4.680 5.247
4 3.118 .155 2.812 3.425

Pairwise Comparisons
Measure: Neat
b
(I) Material (J) Material Mean Difference Std. Error Sig. 95% Confidence Interval for
b
(I-J) Difference
Lower Bound Upper Bound
*
2 -.555 .176 .012 -1.027 -.083
1 3 -.091 .187 1.000 -.593 .411
*
4 1.755 .216 .000 1.175 2.334
*
1 .555 .176 .012 .083 1.027
*
2 3 .464 .157 .024 .040 .887
*
4 2.309 .210 .000 1.745 2.873
1 .091 .187 1.000 -.411 .593
*
3 2 -.464 .157 .024 -.887 -.040
*
4 1.845 .203 .000 1.300 2.391
*
1 -1.755 .216 .000 -2.334 -1.175
*
4 2 -2.309 .210 .000 -2.873 -1.745
*
3 -1.845 .203 .000 -2.391 -1.300
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.

Premium
GLM s602_prem s983_prem s180_prem s532_prem BY Condition
/WSFACTOR=Material 4 Polynomial
/MEASURE=Premium
/METHOD=SSTYPE(3)
/EMMEANS=TABLES(Condition) COMPARE ADJ(BONFERRONI)
/EMMEANS=TABLES(Material) COMPARE ADJ(BONFERRONI)
/EMMEANS=TABLES(Condition*Material)
/PRINT=DESCRIPTIVE
/CRITERIA=ALPHA(.05)
/WSDESIGN=Material
/DESIGN=Condition.

173
General Linear Model
[DataSet2] /Users/ekthackston/Desktop/THESIS: GRADUATION/Graphs_tables/quality_all_anova.sav

Within-Subjects Factors
Measure: Premium Between-Subjects Factors
Material Dependent Variable Value Label N
1 s602_prem 1.00 Burger 55
2 s983_prem Condition
2.00 Chicken 55
3 s180_prem
4 s532_prem

Descriptive Statistics
Condition Mean Std. Deviation N
Burger 4.4364 1.60743 55
s602_prem Chicken 4.4909 1.52598 55
Total 4.4636 1.56027 110
Burger 5.0182 1.66100 55
s983_prem Chicken 4.9273 1.56175 55
Total 4.9727 1.60538 110
Burger 3.9636 1.52708 55
s180_prem Chicken 4.0182 1.63855 55
Total 3.9909 1.57675 110
Burger 2.9636 1.77392 55
s532_prem Chicken 2.9636 1.65511 55
Total 2.9636 1.70766 110

a
Mauchly's Test of Sphericity
Measure: Premium
b
Within Subjects Mauchly's W Approx. Chi- df Sig. Epsilon
Effect Square Greenhouse- Huynh-Feldt Lower-bound
Geisser
Material .876 14.117 5 .015 .914 .949 .333
Tests the null hypothesis that the error covariance matrix of the orthonormalized transformed dependent variables is
proportional to an identity matrix.
a. Design: Intercept + Condition
Within Subjects Design: Material
b. May be used to adjust the degrees of freedom for the averaged tests of significance. Corrected tests are displayed in
the Tests of Within-Subjects Effects table.

Tests of Within-Subjects Effects

Measure: Premium
Source Type III Sum of df Mean Square F Sig.
Squares
Sphericity Assumed 241.680 3 80.560 34.291 .000
Greenhouse-Geisser 241.680 2.743 88.103 34.291 .000
Material
Huynh-Feldt 241.680 2.848 84.866 34.291 .000
Lower-bound 241.680 1.000 241.680 34.291 .000
Sphericity Assumed .389 3 .130 .055 .983
Greenhouse-Geisser .389 2.743 .142 .055 .977
Material * Condition
Huynh-Feldt .389 2.848 .136 .055 .980
Lower-bound .389 1.000 .389 .055 .815
Sphericity Assumed 761.182 324 2.349
Error(Material)
Greenhouse-Geisser 761.182 296.261 2.569

174
 Huynh-Feldt 761.182 307.559 2.475
Lower-bound 761.182 108.000 7.048

Estimates
Measure: Premium
Material Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
1 4.464 .149 4.167 4.760
2 4.973 .154 4.668 5.277
3 3.991 .151 3.692 4.290
4 2.964 .164 2.639 3.288

Pairwise Comparisons
Measure: Premium
b
(I) Material (J) Material Mean Difference Std. Error Sig. 95% Confidence Interval for
b
(I-J) Difference
Lower Bound Upper Bound
*
2 -.509 .177 .029 -.984 -.034
1 3 .473 .204 .133 -.075 1.020
*
4 1.500 .221 .000 .905 2.095
*
1 .509 .177 .029 .034 .984
*
2 3 .982 .204 .000 .433 1.531
*
4 2.009 .233 .000 1.383 2.635
1 -.473 .204 .133 -1.020 .075
*
3 2 -.982 .204 .000 -1.531 -.433
*
4 1.027 .197 .000 .499 1.555
*
1 -1.500 .221 .000 -2.095 -.905
*
4 2 -2.009 .233 .000 -2.635 -1.383
*
3 -1.027 .197 .000 -1.555 -.499
Based on estimated marginal means
*. The mean difference is significant at the
b. Adjustment for multiple comparisons: Bonferroni.

175
 Appendix E

Surveys and Questionnaires

Survey E1. Pilot study CU-café full questionnaire

Welcome to CUcafe! Please read the instructions below carefully before you begin.

Instructions:

1. There are three observation booths set up around the store.

2. Please visit each booth to complete survey pages 1-3.
3. After you have completed these pages please feel free to take a seat at the front
of the room to complete the remainder of the survey.

DO NOT consume the food.

Feel free to open, touch, and interact with the food as you normally would.

If you have any questions please ask the attendant behind the counter.

Thank you for your participation!

176
CUcafe Survey
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