TY - JOUR
T1 - La visibilidad del producto a través de un empaque con un elemento de diseño transparente versus imagen del producto
AU - Morton Rodríguez, Flor Esthela
PY - 2018
Y1 - 2018
N2 - Companies are now starting to incorporate sensory elements to their marketing proposal mix. It is known that a product’s package plays an important role in consumer’s perceptions about the product and buying decision. Specifcally, there is research concerning the incorporation of a transparency element in package design; however, there is no research that studies the differences in the attention, interest, product evaluations (e.g. quality and perceived taste), and purchase intentions of a product with this type of design element versus the product with an image of itself. The present study addresses this issue combining traditional research instruments and electroencephalogram (EEG) as a neuromarketing tool, to evaluate the two types of product visualization designs in package.
AB - Companies are now starting to incorporate sensory elements to their marketing proposal mix. It is known that a product’s package plays an important role in consumer’s perceptions about the product and buying decision. Specifcally, there is research concerning the incorporation of a transparency element in package design; however, there is no research that studies the differences in the attention, interest, product evaluations (e.g. quality and perceived taste), and purchase intentions of a product with this type of design element versus the product with an image of itself. The present study addresses this issue combining traditional research instruments and electroencephalogram (EEG) as a neuromarketing tool, to evaluate the two types of product visualization designs in package.
UR - http://revistas.anahuac.mx/the_anahuac_journal/issue/view/101/ISSN%201405-8448
M3 - Article
SN - 1405-8448
VL - 18
JO - The Anahuac Journal
JF - The Anahuac Journal
IS - 1
ER -