Eye tracking provides valuable insights in neuroscience: An empirical brand perception food marketing study

Francesco Pinci
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Francesco Pinci: Master’s degree student, Roma Tre University, Italy

Journal of Cultural Marketing Strategy, 2022, vol. 7, issue 1, 89-106

Abstract: This study examines the importance of product packaging as a marketing medium. Using the example of commercially available pasta, the research focuses on key visual aspects of its packaging, such as colour, shape, packaging material and logo. The findings from studies like this are particularly important to food and beverage companies as they help marketers better understand the consumer purchase decision process. The study analyses data gathered from surveys administered through Google Modules, and visualisation data obtained using iMotions eye-tracker software. The results confirm the importance of packaging design elements such as colour and product information when it comes to consumer buying behaviour.

Keywords: eye-tracker; food marketing; marketing psychology; branding; consumer behaviour (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2022:v:7:i:1:p:89-106

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