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

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.