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发布于:2019-3-21 03:18:17  访问:80 次 回复:0 篇
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Neuromarketing
One would think that packaging design of chips would be a fairly simple and straightforward.
From the Pringles promise of ‘once you pop, you just can’t stop’ to the Lay’s challenge of ‘bet you can’t eat just one,’ chips were unabashedly a guilty pleasure, with an emphasis on pleasure.
Further, If you wish your product to be noticed on the Shelf, making it brightly coloured with eye popping design and so forth would be a rudimentary thing. Basically the Idea would be to make your product packaging to shine as brightly as possible to grab attention.
And so most chip packaging looked pretty similar for many years. Kitsch, vibrant and a bit of a nod to the naughty.
n 2009, Frito-Lays began experimenting with alternative designs which would reduce the sensation of guilt at purchase, by emphasizing.
Participants were presented with various packaging options while monitored by fMRI.
In traditional approaches (bold colors, and Marketing Management bags as shiny as the greased chips they hold), the expected guilt was present – measurable as activity in the anterior cingulate cortex, a brain region associated with sensations of guilt
However, a more muted design which included agricultural cues such as a potato no longer triggered that guilt response.
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