Unlocking the Truth Behind Packaging Claims: An Approach from Consumer Neuroscience

This research investigates the application of methods and techniques coming from cognitive and behavioral neuroscience to analyze and explain consumer behavior in the context of packaging claims with the aim of optimizing product design and presentation to align with consumer preferences. The study focuses on analysing how packaging claims influence consumer behavior, particularly in decision-making. It explores the impact of packaging on brain activity, its effect on purchase intent, and how well purchase intent can be predicted based on these claims. To address these questions, data was collected in a controlled lab setting using EEG, targeting stimuli that highlight packaging claims on products. In essence, this study examines how different types of packaging claims influences shopper buying decisions. The mutual information analysis and ANOVA suggests that sustainability claims, when used alone, often fails to significantly influence consumer decisions and has to be accompanied by other claims to influence buying decisions. Machine learning algorithms were employed to predict purchase intent. This study concludes that certain combinations of packaging claims have a significant impact on purchase intent, with a significant impact of Gamma waves in predicting purchase intent.