Using event-related potentials to evidence the visual and semantic impact: a pilot study with N400 effect and food packaging

[EN] 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 Yo...

Descripción completa

Detalles Bibliográficos
Autores: Rojas, Juan Carlos, Vergara, Margarita, Higuera-Trujillo, Juan Luis, Contero, Manuel|||0000-0002-6081-9988
Tipo de recurso: artículo
Fecha de publicación:2024
País:España
Institución:Universitat Politècnica de València (UPV)
Repositorio:RiuNet. Repositorio Institucional de la Universitat Politécnica de Valéncia
Idioma:inglés
OAI Identifier:oai:riunet.upv.es:10251/221278
Acceso en línea:https://riunet.upv.es/handle/10251/221278
Access Level:acceso abierto
Palabra clave:N400
Design artwork
Event-related potential (ERP)
Packaging
id ES_17809b5d38f7ccd1ce73f464c8a848d2
oai_identifier_str oai:riunet.upv.es:10251/221278
network_acronym_str ES
network_name_str España
repository_id_str
spelling Using event-related potentials to evidence the visual and semantic impact: a pilot study with N400 effect and food packagingRojas, Juan CarlosVergara, MargaritaHiguera-Trujillo, Juan LuisContero, Manuel|||0000-0002-6081-9988N400Design artworkEvent-related potential (ERP)Packaging[EN] 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.This work was supported by the Instituto Tecnológico y de Estudios Superiores de Monterrey through the Publications Support Fund (FAP, by its initials in Spanish)MDPI AGDepartamento de Ingeniería GráficaInstituto Universitario de Investigación en Tecnología Centrada en el Ser HumanoEscuela Técnica Superior de Ingeniería IndustrialInstituto Tecnológico y de Estudios Superiores de MonterreyRepositorio Institucional de la Universitat Politècnica de València Riunet20242024-06-01journal articlehttp://purl.org/coar/resource_type/c_6501VoRhttp://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articleapplication/pdfhttps://riunet.upv.es/handle/10251/221278reponame:RiuNet. Repositorio Institucional de la Universitat Politécnica de Valénciainstname:Universitat Politècnica de València (UPV)Inglésengopen accesshttp://purl.org/coar/access_right/c_abf2Reconocimiento (by)http://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessoai:riunet.upv.es:10251/2212782026-06-13T07:49:27Z
dc.title.none.fl_str_mv Using event-related potentials to evidence the visual and semantic impact: a pilot study with N400 effect and food packaging
title Using event-related potentials to evidence the visual and semantic impact: a pilot study with N400 effect and food packaging
spellingShingle Using event-related potentials to evidence the visual and semantic impact: a pilot study with N400 effect and food packaging
Rojas, Juan Carlos
N400
Design artwork
Event-related potential (ERP)
Packaging
title_short Using event-related potentials to evidence the visual and semantic impact: a pilot study with N400 effect and food packaging
title_full Using event-related potentials to evidence the visual and semantic impact: a pilot study with N400 effect and food packaging
title_fullStr Using event-related potentials to evidence the visual and semantic impact: a pilot study with N400 effect and food packaging
title_full_unstemmed Using event-related potentials to evidence the visual and semantic impact: a pilot study with N400 effect and food packaging
title_sort Using event-related potentials to evidence the visual and semantic impact: a pilot study with N400 effect and food packaging
dc.creator.none.fl_str_mv Rojas, Juan Carlos
Vergara, Margarita
Higuera-Trujillo, Juan Luis
Contero, Manuel|||0000-0002-6081-9988
author Rojas, Juan Carlos
author_facet Rojas, Juan Carlos
Vergara, Margarita
Higuera-Trujillo, Juan Luis
Contero, Manuel|||0000-0002-6081-9988
author_role author
author2 Vergara, Margarita
Higuera-Trujillo, Juan Luis
Contero, Manuel|||0000-0002-6081-9988
author2_role author
author
author
dc.contributor.none.fl_str_mv Departamento de Ingeniería Gráfica
Instituto Universitario de Investigación en Tecnología Centrada en el Ser Humano
Escuela Técnica Superior de Ingeniería Industrial
Instituto Tecnológico y de Estudios Superiores de Monterrey
Repositorio Institucional de la Universitat Politècnica de València Riunet
dc.subject.none.fl_str_mv N400
Design artwork
Event-related potential (ERP)
Packaging
topic N400
Design artwork
Event-related potential (ERP)
Packaging
description [EN] 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.
publishDate 2024
dc.date.none.fl_str_mv 2024
2024-06-01
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
VoR
http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://riunet.upv.es/handle/10251/221278
url https://riunet.upv.es/handle/10251/221278
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
Reconocimiento (by)
http://creativecommons.org/licenses/by/4.0/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
Reconocimiento (by)
http://creativecommons.org/licenses/by/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv MDPI AG
publisher.none.fl_str_mv MDPI AG
dc.source.none.fl_str_mv reponame:RiuNet. Repositorio Institucional de la Universitat Politécnica de Valéncia
instname:Universitat Politècnica de València (UPV)
instname_str Universitat Politècnica de València (UPV)
reponame_str RiuNet. Repositorio Institucional de la Universitat Politécnica de Valéncia
collection RiuNet. Repositorio Institucional de la Universitat Politécnica de Valéncia
repository.name.fl_str_mv
repository.mail.fl_str_mv
_version_ 1869403923798818816
score 15.811543

Similares en LA Referencia