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Methods of Measuring Packaging Effectiveness
Published in Huda Khan, Richard Lee, Polymeros Chrysochou, Consumer Packaging Strategy, 2023
Huda Khan, Richard Lee, Polymeros Chrysochou
The emergence of multisensory marketing has influenced research on packaging design effectiveness (Spence, 2016; Velasco & Spence, 2018), with the emergence of studies using neuromarketing research methods that aim to measure responses from human senses. Neuromarketing methods provide measures of consumer reactions that are more accurate and more objective than self-reported measures (e.g. surveys). However, it is suggested that for studies that assess food packaging design effectiveness via neuromarketing methods, they complement self-reported measures or other forms of behavioural measures since they help explain consumer behaviour better (Moya, García-Madariaga, & Blasco, 2020). Such methods require special equipment and are conducted in controlled settings (e.g. in labs), which can be obstructive for participants and thus introduce response bias. In this section, we discuss the key methods used in this research domain: eye tracking, facial EMG, EEG, fMRI and sensory measures.
The Designer
Published in Miguel Ángel Herrera Batista, The Ontology of Design Research, 2020
Already in 2004, Donald Norman explained and documented how designed objects can produce emotions in the user. Jones and Marsden write that ‘As a designer, it is really important to understand that the choices you make will have a significant impact on your users’ emotions, stress levels and mental energy’ (2006: 30). However, if any sector has known how to take advantage of this, it is undoubtedly the marketing sector. In addition to the study of human behaviour and emotions, marketing has incorporated the advances and tools from the neurosciences, from which the concept of neuro-design has been coined, when in reality it should be neuro-marketing. The idea that prevails in neuro-marketing is that people tend to buy based on emotional drives. In any case, emotional design is focused on the study of emotions related to the use or possession of design objects.
Privacy and Ethics in Brain–Computer Interface Research
Published in Chang S. Nam, Anton Nijholt, Fabien Lotte, Brain–Computer Interfaces Handbook, 2018
The application of neuroscience to improve products and advertising has been termed neuromarketing (Ariely and Berns 2010). Neural recording could be used in various ways to gather data of value to companies (Jebari 2013). Data gathered on reward-processing regions of the brain (such as the nucleus accumbens) are used to fine-tune advertising to particular individuals or groups of individuals (Haynes 2012). Neural data also could be gathered early in the design process to make products that better fit user needs. Further, the commercialization of devices capable of measuring neural data (e.g., portable EEGs), such as for gaming or wellness, may create a wide conduit for collection of neural data by companies. At present, neuromarketing represents a relatively unregulated commercial area. As techniques for measuring and finding patterns in neural activity continue to improve, legitimate concerns will be raised about whether neuromarketing technologies are akin to acceptable forms of persuasion or whether they constitute a kind of manipulation or hijacking of the subconscious.
Identifying customer preferences through the eye-tracking in travel websites focusing on neuromarketing
Published in Journal of Asian Architecture and Building Engineering, 2023
Gurgu (Gurgu, Gurgu, and Tonis 2020) stated that neuromarketing is used to define the needs and emotions arising from the unconscious consumer behavior concerning one another and develop preferred options for determining emotional values. Sebastian (Sebastian 2014) argued that neuromarketing provides access to the highest level of psychological value of consumer behavior. Based on the characteristics of visual marketing, the neuromarketing identifies an area of interest by focusing on what consumers visually concentrated on, what aesthetical aspect interests them, what they remember, and how they make decisions and selections. Vences, Díaz-Campo (Vences, Díaz-Campo, and Rosales 2020) studied the influence of neuromarketing on the social network, as a tool of emotional connection by investigating how neuromarketing influences decision-making in relationships among consumers. They extracted the sensibility of imitation in public. The results of studies on neuromarketing have indicated the need for recognizing the psychological and emotional values of users.
Teaching neuromarketing to fashion students: an application of Kirkpatrick’s model
Published in International Journal of Fashion Design, Technology and Education, 2021
Neuromarketing is any marketing or market research activity that utilises the methods and techniques of neuroscience or is based on the findings of neuroscience (Genco, Pohlmann, & Steidl, 2013; Georges, Bayle-Tourtoulou, & Badoc, 2014; Lewis, 2013). Findings from neuromarketing introduce powerful new insights into the field of consumer research (Lewis, 2013), suggesting that the average consumer does not always make conscious and deliberate decisions, but, rather, is influenced by preferences that have been formed in his or her subconscious mind (Genco et al., 2013). This response is a result of the functioning of the human brain, which strives to conserve energy and produce fast and efficient actions (Lewis, 2013). Because most purchase decisions occur at a subconscious level, consumers have little awareness of the reasons behind their decisions and preferences (Genco et al., 2013; Lewis, 2013). Although traditional market research methods such as surveys and focus groups assume that consumers have conscious awareness of their mental states, research has demonstrated that consumers have limited awareness of their decision process and are unable to give unbiased answers to survey questions regarding product preferences and future purchasing behaviour (Georges et al., 2014). Therefore, neuromarketing poses an advantage over traditional market research because it is able to inform market researchers about the activity occurring inside a person’s brain when he or she is exposed to marketing stimuli and to explain how neural activity influences consumer behaviour (Georges et al., 2014).
Use of neurometrics to choose optimal advertisement method for omnichannel business
Published in Enterprise Information Systems, 2020
Jaiteg Singh, Gaurav Goyal, Rupali Gill
In the future, the inclusion of more channels can be considered to decide the appropriate marketing mix for omnichannel marketing strategies. The techniques used to understand, record, and decode consumer behavior can further be augmented with advanced Neuromarketing techniques like EEG, oximeter, fMRI, eye tracker. Few of the expected managerial implications associated with this study include an effective selection of advertisement channels and allocation of funds accordingly. It would help in ensuring maximum customer outreach and retention. It could also be deployed for evaluating product design, packaging design, user interface design evaluation, and evaluating consumer reviews. Social media was found to be the most appropriate channel for product promotion and consumer feedback. Organizations can make use of the social media platform to make their presence felt for their existing and prospective users. Further, organization executives can answer queries over free yet omnipresent social media for the promulgation of their brands, business values, and customer relationship management.