A usability exploration of food packaging: a neuromarketing approach

Abstract

During recent years there has been a growing interest towards emotion in consumer behavior. One of the innovative fields of the economic research is the neuromarketing approach. In this elaboration, it is going to be presented a neurometric study regarding the influence of emotion, interest and mental effort during the tactile exploration of a series of food packaging during the open, pour and close phases. Due to the very experimental nature of this research, the two very first trials will be presented followed by the main set up protocol with a sample of 24 young people with an average age of 25. Data have been gathered with EEG, HR and GSR devices together with some psychometrical work as a support. The research outcomes provide cerebral and emotional values towards different phases of usability of different food packaging. Given the uncertainty in the justification of the results, this research is intended as a pilot, by contributing to enhance forthcoming type of usability exploration studies.

Keywords: Neuromarketing, Food Packaging, Emotional behavior, Touch, Usability, EEG, HR, GSR