Using Event-Related Potentials to Evidence the Visual and Semantic Impact: A Pilot Study with N400 Effect and Food Packaging

Foods Pub Date : 2024-06-14 DOI:10.3390/foods13121876

Juan-Carlos Rojas, Manuel Contero, Margarita Vergara, Juan Luis Higuera-Trujillo

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Abstract

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.

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利用事件相关电位来证明视觉和语义影响：关于 N400 效应和食品包装的试点研究

包装设计作为从创作到购买的关键沟通工具，在促使消费者做出决定方面起着举足轻重的作用。目前，对包装影响的解释和评估正在向非传统方法转变。这项试点研究评估了约克火腿和火鸡胸肉产品的包装感知。研究采用了事件相关电位（ERP）技术、诱导词（正面和负面）方法和目标图像（原始包装和改良包装）。共有 23 名参与者使用 32 通道头皮弹性电极帽进行采样，并观看了 200 次单词-图像匹配试验。参与者使用两组图像回答图像和形容词是否匹配。结果显示顶叶区存在 N400 效应。通过对比本研究的引物和目标物，观察到该区域显示出与一致或不一致相关的认知处理证据。评估将约克火腿包装定位为评价最好的包装。研究结果表明，该研究对ERP和与食品包装感知相关的研究做出了重要贡献。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Foods

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