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Eye tracking provides valuable insights in neuroscience: An empirical brand perception food marketing study
This study examines the importance of product packaging as a marketing medium. Using the example of commercially available pasta, the research focuses on key visual aspects of its packaging, such as colour, shape, packaging material and logo. The findings from studies like this are particularly important to food and beverage companies as they help marketers better understand the consumer purchase decision process. The study analyses data gathered from surveys administered through Google Modules, and visualisation data obtained using iMotions eye-tracker software. The results confirm the importance of packaging design elements such as colour and product information when it comes to consumer buying behaviour.
The full article is available to institutions that have subscribed to the journal.
Francesco Pinci is an accomplished professional with years of experience in marketing and consumer behaviour. His research interests include psychology, decision making and marketing. He studied marketing and neurosciences at Roma Tre University, earning a master’s degree in cognitive science of communication and action, later developing his neuromarketing research at Ghent University and Concordia University. Outside of academia, he has significant experience working in marketing in both startup and corporate settings in Italy, Ireland and the USA.