Consumer neuroscience on branding and packaging: A review and future research agenda

In an environment of extreme competition, it is essential to have a differentiated brand that adds value to consumer communications through packaging. Neurosci ence research techniques have undergone remarkable development, facilitating the understanding of consumer brain mechanisms in the choice an...

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Detalhes bibliográficos
Autores: Cerro Rodríguez, Víctor José, Antonovica, Arta, Sutil Martín, Dolores Lucía
Formato: artículo
Fecha de publicación:2023
País:España
Recursos:Universidad Rey Juan Carlos
Repositorio:BURJC-Digital. Repositorio Institucional de la Universidad Rey Juan Carlos
OAI Identifier:oai:burjcdigital.urjc.es:10115/26814
Acesso em linha:https://hdl.handle.net/10115/26814
Access Level:acceso abierto
Palavra-chave:branding
consumer behaviour
consumer neuroscience
consumer studies
neuromarketing
packaging
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spelling Consumer neuroscience on branding and packaging: A review and future research agendaCerro Rodríguez, Víctor JoséAntonovica, ArtaSutil Martín, Dolores Lucíabrandingconsumer behaviourconsumer neuroscienceconsumer studiesneuromarketingpackagingIn an environment of extreme competition, it is essential to have a differentiated brand that adds value to consumer communications through packaging. Neurosci ence research techniques have undergone remarkable development, facilitating the understanding of consumer brain mechanisms in the choice and purchase decision making process. This article presents the first systematic and specific literature review of the branding and packaging from the consumer neuroscience viewpoint. The main objective is to carry out analysis focused on the study of packaging and branding from the field of consumer neuroscience. We used a hybrid methodology. First, a descriptive bibliometric study is applied based on the Web of Science plat form, where results confirm that the study field is in a phase of an exponential growth and with high fragmentation of the literature, consistent with its multidisci plinary origin. Using data mining for nodal network analysis with the VOSviewer pro gramme, four clusters of authors and five thematic areas of interest were identified. Finally, a content review provided a list of more than 50 relevant findings in the study field, which are presented through a novel classification approach based on key men tal processes in branding and packaging research (attention and memory, emotions and motivation, and reward and decision-making systems). Thus, it has been possible to classify, order and discuss them, facilitating a comparative analysis and suggesting a possible future research agenda. This research intents to be a guide for branding and packaging professionals and researchers who are interested in learning about the use of consumer neuroscience techniques and theories.International Journal of Consumer Studies202320232023info:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/10115/26814reponame:BURJC-Digital. Repositorio Institucional de la Universidad Rey Juan Carlosinstname:Universidad Rey Juan CarlosInglésAttribution-NonCommercial 4.0 Internationalhttps://creativecommons.org/licenses/by-nc/4.0/info:eu-repo/semantics/openAccessoai:burjcdigital.urjc.es:10115/268142026-06-24T12:48:17Z
dc.title.none.fl_str_mv Consumer neuroscience on branding and packaging: A review and future research agenda
title Consumer neuroscience on branding and packaging: A review and future research agenda
spellingShingle Consumer neuroscience on branding and packaging: A review and future research agenda
Cerro Rodríguez, Víctor José
branding
consumer behaviour
consumer neuroscience
consumer studies
neuromarketing
packaging
title_short Consumer neuroscience on branding and packaging: A review and future research agenda
title_full Consumer neuroscience on branding and packaging: A review and future research agenda
title_fullStr Consumer neuroscience on branding and packaging: A review and future research agenda
title_full_unstemmed Consumer neuroscience on branding and packaging: A review and future research agenda
title_sort Consumer neuroscience on branding and packaging: A review and future research agenda
dc.creator.none.fl_str_mv Cerro Rodríguez, Víctor José
Antonovica, Arta
Sutil Martín, Dolores Lucía
author Cerro Rodríguez, Víctor José
author_facet Cerro Rodríguez, Víctor José
Antonovica, Arta
Sutil Martín, Dolores Lucía
author_role author
author2 Antonovica, Arta
Sutil Martín, Dolores Lucía
author2_role author
author
dc.subject.none.fl_str_mv branding
consumer behaviour
consumer neuroscience
consumer studies
neuromarketing
packaging
topic branding
consumer behaviour
consumer neuroscience
consumer studies
neuromarketing
packaging
description In an environment of extreme competition, it is essential to have a differentiated brand that adds value to consumer communications through packaging. Neurosci ence research techniques have undergone remarkable development, facilitating the understanding of consumer brain mechanisms in the choice and purchase decision making process. This article presents the first systematic and specific literature review of the branding and packaging from the consumer neuroscience viewpoint. The main objective is to carry out analysis focused on the study of packaging and branding from the field of consumer neuroscience. We used a hybrid methodology. First, a descriptive bibliometric study is applied based on the Web of Science plat form, where results confirm that the study field is in a phase of an exponential growth and with high fragmentation of the literature, consistent with its multidisci plinary origin. Using data mining for nodal network analysis with the VOSviewer pro gramme, four clusters of authors and five thematic areas of interest were identified. Finally, a content review provided a list of more than 50 relevant findings in the study field, which are presented through a novel classification approach based on key men tal processes in branding and packaging research (attention and memory, emotions and motivation, and reward and decision-making systems). Thus, it has been possible to classify, order and discuss them, facilitating a comparative analysis and suggesting a possible future research agenda. This research intents to be a guide for branding and packaging professionals and researchers who are interested in learning about the use of consumer neuroscience techniques and theories.
publishDate 2023
dc.date.none.fl_str_mv 2023
2023
2023
dc.type.none.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/10115/26814
url https://hdl.handle.net/10115/26814
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.rights.none.fl_str_mv Attribution-NonCommercial 4.0 International
https://creativecommons.org/licenses/by-nc/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Attribution-NonCommercial 4.0 International
https://creativecommons.org/licenses/by-nc/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv International Journal of Consumer Studies
publisher.none.fl_str_mv International Journal of Consumer Studies
dc.source.none.fl_str_mv reponame:BURJC-Digital. Repositorio Institucional de la Universidad Rey Juan Carlos
instname:Universidad Rey Juan Carlos
instname_str Universidad Rey Juan Carlos
reponame_str BURJC-Digital. Repositorio Institucional de la Universidad Rey Juan Carlos
collection BURJC-Digital. Repositorio Institucional de la Universidad Rey Juan Carlos
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15.81155

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