Neuroscience Tools in Branding and Packaging Marketing Research
DOI:
https://doi.org/10.37467/revtechno.v11.3478Keywords:
Neuromarketing consumer, Neuroscience Tools , Branding, Packaging, Marketing ResearchAbstract
Understanding how the consumer perceives, evaluates, and chooses products, allows companies to optimize packaging design and add value that contributes to branding strategies. The evaluation of branding and packaging is a complex issue that involves cognitive processes and brain mechanisms, such as attention, memory, emotions, reward systems and decision-making. In this context, the main objective of this paper is to carry out a review of the main neuroscience tools applied to marketing research on branding and packaging by examining their theoretical basis, main metrics, advantages, limitations and uses in the study field.
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