Moya Ingrit, García-Madariaga Jesús, Blasco María-Francisca
Department of Management and Marketing, Complutense University of Madrid; 28003 Madrid, Spain.
Foods. 2020 Dec 12;9(12):1856. doi: 10.3390/foods9121856.
Packaging is a powerful tool for brands, which can not only catch consumers' attention but also influence their purchase decisions. The application of neuromarketing techniques to the study of food packaging has recently gained considerable popularity both in academia and practice, but there are still some concerns about the methods and metrics commercially offered and the interpretation of their findings. This represents the motivation of this investigation, whose objective is twofold: (1) to analyze the methodologies and measurements commonly used in neuromarketing commercial research on packaging, and (2) to examine the extent to which the results of food packaging studies applying neuromarketing techniques can be reproduced under similar methodologies. Obtained results shed light on the application of neuromarketing techniques in the evaluation of food packaging and reveal that neuromarketing and declarative methodologies are complementary, and its combination may strengthen the studies' results. Additionally, this study highlights the importance of having a framework that improves the validity and reliability of neuromarketing studies to eradicate mistrust toward the discipline and provide brands with valuable insights into food packing design.
包装是品牌的有力工具，它不仅能吸引消费者的注意力，还能影响他们的购买决策。将神经营销技术应用于食品包装研究最近在学术界和实践中都颇受欢迎，但对于商业上提供的方法和指标及其研究结果的解读仍存在一些担忧。这代表了本次调查的动机，其目标有两个：（1）分析神经营销商业包装研究中常用的方法和测量手段，（2）考察在类似方法下，应用神经营销技术的食品包装研究结果能够被重现的程度。所得结果为神经营销技术在食品包装评估中的应用提供了启示，并表明神经营销和陈述性方法是互补的，二者结合可能会强化研究结果。此外，本研究强调了拥有一个能提高神经营销研究的有效性和可靠性的框架的重要性，以消除对该学科的不信任，并为品牌提供有关食品包装设计的有价值见解。
