Resumo

MORTON, Flor. Product visibility through a packaging with a transparent design element vs. The product image. The Anáhuac j. [online]. 2018, vol.18, n.1, pp.45-61.  Epub 24-Jan-2022. ISSN 2683-2690.  https://doi.org/10.36105/theanahuacjour.2018v18n1.03.

In recent years, sensory marketing has gained great interest. 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. Specifically, 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.

Palavras-chave : Sensory marketing; package; transparent design element; product image; neuromarketing; M3.

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