A neuromarketing research on perception towards packaging: An eye tracking study

Neuroscience imaging technologies are widely accepted as effective methods to authenticate, reform and enrich traditional conscious behaviour based theories. Eye Tracking and EEG (electroencephalography) are highly integrated to neuromarketing discipline as powerful instruments to explore cognitive and emotional marketing processing from dragging consumers' attention to purchase decisions and from perception to positioning. Furthermore, investigating perceptual impact of packaging that plays a salesperson as well as a value adding role will help marketing to advance its strategy emerging skills. The main purpose of this qualitative research is to determine the aspects of consumers' attention on chewing gum's packages as one of fast moving consumer goods (FMCG) via using eye tracker and therefore, transforming marketing strategies by redesigning the packages accordingly. The study included 48 participants and 10 different product packages. In addition to the main objective, it was conducted to determine whether the results differ in relation to the demographic characteristics and distinguish the attributes of the packages that create excitement and engagement in conjunction with the participants' background via using EEG technique. According to the results, package has a significant effect on consumer perception and the impacts vary depending on the demographic characteristics of the subjects. Key Words: Neuroscience, Neuromarketing, Eye tracking, EEG, Packaging, Consumer Preferences