Implicit and Explicit Affective eva‎luations of Food Packaging: The Effect of Packaging Form and Color on The Implicit Association of Healthy, Organic, Tasty and Quality Food Products with Neuroscience Approach (Case study: Beverage with glass packaging)

9/29/2024 12:00:00 AM

Packaging is one of the most effective marketing tools in selling many products, especially food products. Since many food purchases, especially in large and chain stores, are done without prior planning, the role of packaging is very important in attracting the attention of buyers. A package can be successful in attracting customers if it is designed beautifully and attractively. Two important elements in packaging design are its form and color, which form the implicit relationship of consumers towards a product. Implicit associations refer to unconscious mental associations and eva‎luations that are formed based on previous experiences and cultural influences. Packaging form refers to the physical shape and structure of packaging. Research shows that different forms of packaging can evoke distinct implicit associations. Additionally, color is a critical component of packaging design known to evoke emotional and psychological responses. Colors have strong cultural and symbolic meanings that can create implicit associations. Implicit associations formed through color perception can influence consumer emotions, brand preferences, and purchase intentions. In the field of psychological research, the Implicit Association Test (IAT) is a widely used tool for measuring biases and implicit attitudes. It aims to discover implicit connections that people may have between different concepts or social groups. For this purpose, this research examines the effect of the shape and color of the glass beverage packaging using the Implicit Association Test (IAT); One of the effective tools of neuromarketing examines this implicit connection. The results show that there is a relationship between the shape and color of the glass beverage packaging with the association and subjective eva‎luation of the consumer. Packaging form and color play an important role in shaping the implicit associations formed by consumers. Packaging elements, through their physical structure and visual cues, can evoke unconscious associations and eva‎luations that influence the consumer's mind, and consumer behavior is also influenced by these implicit biases.

آزمون تداعي ضمني , طراحي بسته‌بندي , بازاريابي عصبي , رفتار مصرف‌كننده , درك غذا

Implicit Association Test , Packaging Design , Neuromarketing , Consumer Behaviour , Food Perception

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