<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2683-2690</journal-id>
<journal-title><![CDATA[The Anáhuac journal]]></journal-title>
<abbrev-journal-title><![CDATA[The Anáhuac j.]]></abbrev-journal-title>
<issn>2683-2690</issn>
<publisher>
<publisher-name><![CDATA[Universidad Anáhuac del Sur S.C., Facultad de Economía y Negocios]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2683-26902018000100045</article-id>
<article-id pub-id-type="doi">10.36105/theanahuacjour.2018v18n1.03</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La visibilidad del producto a través de un empaque con un elemento de diseño transparente vs. la imagen del producto]]></article-title>
<article-title xml:lang="en"><![CDATA[Product visibility through a packaging with a transparent design element vs. The product image]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Morton]]></surname>
<given-names><![CDATA[Flor]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Monterrey  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2018</year>
</pub-date>
<volume>18</volume>
<numero>1</numero>
<fpage>45</fpage>
<lpage>61</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2683-26902018000100045&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2683-26902018000100045&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2683-26902018000100045&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen En los últimos años, el marketing sensorial ha generado gran interés y las empresas comienzan a incorporar elementos de este tipo en la mezcla1 de mercadotecnia. Es sabido que el empaque desempeña un rol muy importante en las percepciones sobre el producto y en la decisión de compra del consumidor. Existen investigaciones sobre la incorporación de un elemento de diseño transparente en el empaque para la visualización del producto, sin embargo, no se han estudiado las diferencias en la atención, interés, evaluaciones del producto (por ej., calidad y sabor percibido), e intenciones de compra de un producto presentado en un empaque con un elemento de diseño transparente contra el mismo producto presentado en un empaque con imágenes del producto. El presente estudio combina herramientas tradicionales de investigación y el electroencefalograma (EEG) como herramienta de neuromarketing para evaluar los dos tipos de diseño.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract 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&#8217;s package plays an important role in consumer&#8217;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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Marketing sensorial]]></kwd>
<kwd lng="es"><![CDATA[empaque]]></kwd>
<kwd lng="es"><![CDATA[elemento de diseño transparente]]></kwd>
<kwd lng="es"><![CDATA[imagen del producto]]></kwd>
<kwd lng="es"><![CDATA[neuromarketing]]></kwd>
<kwd lng="es"><![CDATA[M3]]></kwd>
<kwd lng="en"><![CDATA[Sensory marketing]]></kwd>
<kwd lng="en"><![CDATA[package]]></kwd>
<kwd lng="en"><![CDATA[transparent design element]]></kwd>
<kwd lng="en"><![CDATA[product image]]></kwd>
<kwd lng="en"><![CDATA[neuromarketing]]></kwd>
<kwd lng="en"><![CDATA[M3]]></kwd>
</kwd-group>
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