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.
|The Anahuac Journal
|Published - 2018