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An Adaptive Machine Learning Methodology Applied to Neuromarketing Analysis: Prediction of Consumer Behaviour Regarding the Key Elements of the Packaging Design of an Educational Toy

Author

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  • David Juárez-Varón

    (Department of Mechanical and Materials Engineering, Universitat Politècnica de València, Camino de Vera, s/n, 46022 Valencia, Spain)

  • Victoria Tur-Viñes

    (Department of Communication and Social Psychology, Universidad de Alicante, Carretera de San Vicente del Raspeig s/n, 03690 San Vicente del Raspeig, Spain)

  • Alejandro Rabasa-Dolado

    (Department of Statistics, Mathematics and Informatics, Miguel Hernández University, Avenida de la Universidad, s/n, 03202 Elche, Spain)

  • Kristina Polotskaya

    (Department of Statistics, Mathematics and Informatics, Miguel Hernández University, Avenida de la Universidad, s/n, 03202 Elche, Spain)

Abstract

This research is in response to the question of which aspects of package design are more relevant to consumers, when purchasing educational toys. Neuromarketing techniques are used, and we propose a methodology for predicting which areas attract the attention of potential customers. The aim of the present study was to propose a model that optimizes the communication design of educational toys’ packaging. The data extracted from the experiments was studied using new analytical models, based on machine learning techniques, to predict which area of packaging is observed in the first instance and which areas are never the focus of attention of potential customers. The results suggest that the most important elements are the graphic details of the packaging and the methodology fully analyzes and segments these areas, according to social circumstance and which consumer type is observing the packaging.

Suggested Citation

  • David Juárez-Varón & Victoria Tur-Viñes & Alejandro Rabasa-Dolado & Kristina Polotskaya, 2020. "An Adaptive Machine Learning Methodology Applied to Neuromarketing Analysis: Prediction of Consumer Behaviour Regarding the Key Elements of the Packaging Design of an Educational Toy," Social Sciences, MDPI, vol. 9(9), pages 1-23, September.
    • Handle: RePEc:gam:jscscx:v:9:y:2020:i:9:p:162-:d:415989
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    References listed on IDEAS

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    Cited by:

    1. Bhardwaj, Shikha & Rana, Gunjan A & Behl, Abhishek & Gallego de Caceres, Santiago Juan, 2023. "Exploring the boundaries of Neuromarketing through systematic investigation," Journal of Business Research, Elsevier, vol. 154(C).

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