Using Event-Related Potentials to Evidence the Visual and Semantic Impact: A Pilot Study with N400 Effect and Food Packaging
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Título
Using Event-Related Potentials to Evidence the Visual and Semantic Impact: A Pilot Study with N400 Effect and Food PackagingFecha de publicación
2024Editor
MDPIISSN
2304-8158Cita bibliográfica
Rojas, J.-C.; Contero, M.; Vergara, M.; Higuera-Trujillo, J.L. Using Event-Related Potentials to Evidence the Visual and Semantic Impact: A Pilot Study with N400 Effect and Food Packaging. Foods 2024, 13, 1876. https://doi.org/10.3390/ foods13121876Tipo de documento
info:eu-repo/semantics/articleVersión
info:eu-repo/semantics/publishedVersionPalabras clave / Materias
Resumen
Packaging design is pivotal in motivating consumer decisions, as a key communication
tool from creation to purchase. Currently, the interpretation and evaluation of packaging’s impact
are shifting toward non-tradi ... [+]
Packaging design is pivotal in motivating consumer decisions, as a key communication
tool from creation to purchase. Currently, the interpretation and evaluation of packaging’s impact
are shifting toward non-traditional methods. This pilot study evaluated the packaging perception of
York Ham and Turkey Breast products. The event-related potential (ERP) technique, the methodology
priming words (positive and negative), and target images (original and modified packaging) were
applied. A total of 23 participants were sampled using a 32-channels scalp elastic electrode cap
and viewed 200 trials of word–image matching. Participants responded whether the images and
adjectives matched or not, using the two groups of images. The results demonstrate an N400 effect
in the parietal area. This region was observed to show evidence of cognitive processing related to
congruency or incongruency, by contrasting the priming and target of this study. The evaluation
positioned the York Ham packaging as the best rated. The findings show a relevant contribution to
ERPs and research related to the food packaging perception. [-]
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Foods s 2024, 13, 1876Derechos de acceso
info:eu-repo/semantics/openAccess
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