La visibilidad del producto a través de un empaque con un elemento de diseño transparente versus imagen del producto

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Abstract

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.
Original languageSpanish
JournalThe Anahuac Journal
Volume18
Issue number1
Publication statusPublished - 2018

Cite this

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title = "La visibilidad del producto a trav{\'e}s de un empaque con un elemento de dise{\~n}o transparente versus imagen del producto",
abstract = "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.",
author = "{Morton Rodr{\'i}guez}, {Flor Esthela}",
year = "2018",
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volume = "18",
journal = "The Anahuac Journal",
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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.

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