La Product visibility through a packaging with a transparent design element vs. The product image

Flor Morton ()
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Flor Morton: Universidad de Monterrey

The Anahuac Journal, 2018, vol. 18, issue 1, 45-61

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’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.

Keywords: Sensory marketing; package; transparent design element; product image; neuromarketing. (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:amj:journl:v:18:y:2018:i:1:p:45-61

DOI: 10.36105/theanahuacjour.2018v18n1.03

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