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Gender impact on consumer perception of packaging colour based on neuromarketing algorithms

Author

Listed:
  • Natalia N. Kalkova

    (V.I. Vernadsky Crimean Federal University, Simferopol, Russia)

Abstract

The introduction of neuromarketing tools has created additional opportunities for deciphering consumer behaviour through studying neurophysiological responses to marketing incentives. The article aims to examine the effect of packaging colour on consumer behaviour when choosing cheese products. The principles of sensory marketing constitute the methodological framework of the study. It applies neurophysiological methods to investigate consumer reactions during visual examination of the packaging colour. Electroencephalogram (EEG) recordings and emotional responses identified by the Facial Action Coding System are used as empirical evidence. Vectors of emotional response were assessed using EmoDetect software. The research results show that the cheese packaging colour affects consumer choice, and its perception varies by gender and product group. According to EEG data analysis, the most intense emotional response in women was triggered by red cheese packaging, while blue packaging produced the least intense reaction. In men, it was black and white colours of boxes that induced the strongest and the weakest reaction, respectively. In women, a positive emotional response was recorded during visual examination of white and red cheese packaging, in men – of black ones. The most intense negative reactions were associated with blue and white packaging in women and men, respectively. Our study confirms that there are differences in emotional perception of the packaging colour between women and men, which should be considered by manufacturers to capture and keep consumer attention when marketing their products.

Suggested Citation

  • Natalia N. Kalkova, 2024. "Gender impact on consumer perception of packaging colour based on neuromarketing algorithms," Upravlenets, Ural State University of Economics, vol. 15(2), pages 108-123, May.
    • Handle: RePEc:url:upravl:v:15:y:2024:i:2:p:108-123
    DOI: 10.29141/2218-5003-2024-15-2-8
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    References listed on IDEAS

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    1. Espigares-Jurado, Francisco & Muñoz-Leiva, Francisco & Correia, Marisol B. & Sousa, Carlos M.R. & Ramos, Célia M.Q. & Faísca, Luís, 2020. "Visual attention to the main image of a hotel website based on its position, type of navigation and belonging to Millennial generation: An eye tracking study," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    neuromarketing; customer perception; gender; electroencephalogram; Facial Action Coding System (FACS); packaging; cheese;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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