Vol. 8 No. 3 (2020): Business & Management Studies: An International Journal
Articles

COGNITIVE, PERCEPTUAL AND BEHAVIORAL EFFECTS OF NEURO-STIMULI: A STUDY ON PACKAGED FOOD PRODUCTS

PDF
  • Merve İŞERİ UZUNOĞLU,
  • Edin Güçlü SÖZER
Merve İŞERİ UZUNOĞLU
Altınbaş University
Edin Güçlü SÖZER
Asst. Prof., Okan University
DOI: https://doi.org/10.15295/bmij.v8i3.1513

Published 2020-09-25

Keywords

  • Neuro-stimulus,
  • Neuromarketing,
  • Brand Awareness,
  • Perceived Quality,
  • Purchase Intention
  • Nöro-Uyaran,
  • Nöropazarlama,
  • Marka Fakındalığı,
  • Kalite Algısı,
  • Satınalma Niyeti

How to Cite

İŞERİ UZUNOĞLU, M., & SÖZER, E. G. (2020). COGNITIVE, PERCEPTUAL AND BEHAVIORAL EFFECTS OF NEURO-STIMULI: A STUDY ON PACKAGED FOOD PRODUCTS. Business & Management Studies: An International Journal, 8(3), 3097–3122. https://doi.org/10.15295/bmij.v8i3.1513

Abstract

Today, the food sector is characterised with intense competition and continuously becoming more challenging for marketers. When it is realised that 95% of consumers' purchasing decisions are made unconsciously, marketing tools started to target unconscious minds. Combining neuroscience and marketing disciplines, neuromarketing studies found that neuro-stimuli, directly addressing the brain, are influential on consumer perceptions. This study investigates the effects of neuro-stimuli applied on food product poster and packaging on mother-woman and child consumers' brand awareness, quality perceptions and purchase intentions. In the experimental design implemented, a total of 284 subjects composed of women and children are divided into 6 groups, and they were exposed to various degrees of neuro-stimuli in the poster and product packages in order to measure the influence of these stimuli. Findings of the research confirmed that application of neuro-stimuli significantly increased quality perception of women and purchase intentions of both woman and child consumers. Increasing intensity of neuro-stimuli also generated a partially significant influence. Theoretical and managerial implications are provided based on these findings.

 

PDF

Downloads

Download data is not yet available.

References

  1. Ampuero, O. and Vila, N. (2006). Consumer Perception of Product Packaging. Journal of Consumer Marketing, 23(2): 100–112. https://doi.org/10.1108/07363760610655032
  2. Anselmsson, J., Johansson, U., and Persson, N. (2007). Understanding price premium for grocery products: a conceptual model of customer-based brand equity. The Journal of Product and Brand Management, 16(6): 401-414. https://doi.org/ 10.1108/10610420710823762
  3. Auvray, M., and Spence, C. (2008). The Multisensory Perception of Flavor. Consciousness and Cognition, 17(3): 1016-1031. . https://doi.org/10.1016/j.concog.2007.06.005
  4. Bone, P. F. and Ellen, P. S. (1992). The Generation and Consequences of Communication-Evoked Imagery. Journal of Consumer Research, 19 (June): 93-104. . https://doi.org/10.1086/209289
  5. Bozoklu, Ç.P., and Alkibay, S., (2014). Nöropazarlama Kapsamında Tv Reklamlarına Yönelik Duygulanım Tepkilerinin Değerlendirilmesi: Yüz Kasları Analizi İle Anket Yönteminin Karşılaştırılması. Gaziantep University School of Economics Administrative and Social Sciences, 19. National Marketing Congress, 18-22 Haziran 2014 Gaziantep: 143-150.
  6. Calvert, G., Brammer, M. (2012). Predicting Consumer Behavior Using Novel Mind-Reading Approaches, IEEE pulse,3: 38-41. . https://doi.org/10.1109/MPUL.2012.2189167
  7. Ceylan, İ.G., and Ceylan, H.B., (2015). Ambalaj Tasarımında Bilinçaltı Mesaj Öğelerinin ve Nöropazarlama Yaklaşımının Kullanımlarının Karşılaştırılması. International Periodical for the Languages, Literature and History of Turkish or Turkic, 10(2): 123-142.
  8. Chung, J.E., Yu, J.P., and Pysarchik, D.T. (2006). Cue utilisation to assess food product quality: a comparison of consumers and retailers in India. The International Review of Retail, Distribution and Consumer Research, 16(2): 199-214. https://doi.org/10.1080/09593960600572233
  9. Cosmi, Scaglioni, S., and Agostoni, C. (2017). Early Taste Experiences and Later Food Choices. Nutrients, 9(107): 1-9. https://doi.org/10.3390/nu9020107
  10. Dalenberg, J.R., Weitkamp, L., Renken R.J., Nanetti, L., Ter Horst G.J. (2017). Flavor pleasantness processing in the ventral emotion network. PLoS ONE, 12(2), https://doi.org/e0170310.
  11. Dooley, R. (2012). Brainfluence: 100 ways to persuade and convince consumers with neuromarketing. John Wiley, Hoboken: NJ.
  12. Durmaz, Y., Bahar, R., and Kurtlar, M. (2011). Kişisel Faktörlerin Tüketici Satın Alma Davranışlarına Etkisi Üzerine Bir Araştırma. Akademik Yaklaşımlar Dergisi, 2(1): 114-133.
  13. Fitzsimons, G.J., Hutchinson, J.W., and Williams, P. (2002). Non-Conscious Influences on Consumer Choice. Marketing Letters, 13(3): 269-279.
  14. Friese, M., Wänke, M., and Plessner, H. (2006). Implicit consumer preferences and their influence on product choice. Psychology & Marketing, 23(9): 727-740.
  15. Giray, C., Girişken, Y. (2013). Gözün Bilinç Seviyesinde Duyumsamadığı Uyaranları Beyin Algılaması Mümkün müdür? Nöropazarlama Yöntemi ile Ölçümleme Üzerine Deneysel Bir Tasarım, Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi, 18. Ulusal Pazarlama Kongresi, 19-22 Haziran 2013, Kars/Sarıkamış, 608-618.
  16. Gürdin,B. (2019). Kokunun Tüketici Satın Alma Davranışı Üzerindeki Etkisi. Journal of Business Research-Turk, 11(3): 2160-2175.
  17. Hansen, T. (2005). Understanding consumer: Perception of food quality: the cases of shrimps and cheese. British Food Journal, 107(7): 500-525.
  18. Howard, J. A. and Sheth, J. (1969). The Theory of Buyer Behavior. Journal of the American Statistical Association. January(1969): 467-487.
  19. Jugger, S. (2008). The power of packaging. Admap Magazine.
  20. Kocakaya, S. (2012). Deneysel Çalışmalar Ne Kadar Güvenilir? Eğitim ve Öğretim Araştırmaları Dergisi, 1(2): 225-231.
  21. Kotler, P., Kartajaya, H., and Setiawan, I. (2017). Pazarlama 4.0 Gelenekselden Dijitale Geçiş (N. Özata, Çevirisi). Optimist Yayınevi: İstanbul.
  22. Kömürcüoğlu, F., (2016), Pazarlama İletişim Sürecinin Etkinliğini Arttırmada Nöropazarlama: Bir Alan Araştırması Muğla Sıtkı Koçman Institute of Social Sciences Unpublished Master’s Degree Thesis, Muğla-TURKEY.
  23. Kringelbach, M. L., and Berridge, K. C. (2010). The functional neuroanatomy of pleasure and happiness. Discovery medicine, 9(49): 579–587.
  24. Kumar, H., and Singh, P. (2015). Neuromarketing: An Emerging Tool of Market Research. International Journal of Engineering and Management Research, 5(6): 530-535.
  25. Lindstrom, M. (2009). Buyology: How Everything We Believe About Why We Buy is Wrong. London, UK: Random House.
  26. Moreira, A, Fortes, N., and Santiago, R. (2017). Influence of sensory stimuli on brand experience, brand equity and purchase intention. Journal of Business Economics and Management, 18(1): 68-83.
  27. Olds, J. and Milner, P. (1954). Positive reinforcement produced by electrical stimulation of septal area and other regions of rat brain. Journal of Comparative and Physiological Psychology, 47(6): 419–427.
  28. Renvoise, P. and Morin, C. (2016). NöroMarketing Müşterinizin Beynindeki Satın Alma Düğmesine Basmak! (Yertutan, Y. Çev.). MediaCat Kitapları: İstanbul.
  29. Rundh, B. (2007). The Multi-Faceted Dimension of Packaging, British Food Journal, 107(9): 670-684.
  30. Schiffman, L. G., and Kanuk, L.L. (1997). Consumer behavior. Upper Saddle River, N.J: Prentice Hall.
  31. Schlossberg, H. (2012). Effective packaging talks to consumers. Journal of Business Strategies, 6(2): 1-10.
  32. Sichtmann, C. and Diamantopoulos, A. (2013). The Impact of Perceived Brand Globalness, Brand Origin Image, And Brand Origin-Extension Fit on Brand Extension Success. Journal of The Academy of Marketing Science, 41 (5): 567-585.
  33. Silayoi, P. and Speece, M. (2004). Packaging and purchase decisions: an exploratory study on the impact of involvement level and time pressure. British Food Journal, 106(8): 607-628.
  34. Singh, P. (2015). Neuromarketing: An Emerging Tool of Market Research. International Journal of Engineering Business Management, 5: 530-535.
  35. Smith, E. and DeCoster, J. (2000). Dual-Process Models in Social and Cognitive Psychology: Conceptual Integration and Links to Underlying Memory Systems. Personality and Social Psychology Review, 4(2): 108-131.
  36. Spence, C., and Ngo, M.K. (2012). Assessing the shape symbolism of the taste, flavor, and texture of foods and beverages. Flavour, 1(12): 1-13.
  37. Spence, C. (2016). On the psychological impact of food colour. Flavour, 4(21): 1-16.
  38. Spence, C. (2015). Just how much of what we taste derives from the sense of smell? Flavour, 4(30): 1-10.
  39. Spence, C. (2015). Eating with our ears: assessing the importance of the sounds on consumption on our perception and enjoyment of multisensory flavour experiences. Flavour, 4(3): 1-14.
  40. Spence, C. (2017). Gastro Physics: The New Science of Eating. Penguin Books: UK.
  41. Spence, C. and Velasco, C. (2018). On the multiple effects of packaging colour on consumer behaviour and product experience in the 'food and beverage' and 'home and personal care' categories. Food Quality and Preference, 68: 226-237.
  42. Stevenson RJ, Prescott J, and Boakes RA. (1999).Confusing tastes and smells: how odours can influence the perception of sweet and sour tastes. Chem Senses, 24(6):627-635.
  43. Suhonen, T. and Tengvall, J. (2009). Branding in the air: A study about the impact of sensory marketing. Unpublished Bachelor's thesis, Department of Business Administration, Jönköping International Business School, Sweden.
  44. Thalhammer, R. R. (2007). Natural product packaging: reflecting a contemporary philosophy. Global Cosmetic Industry, 175(12): 52-55.
  45. Topçu, Y., Işık, B., and Dağdemir, V. (2007). Yeni Ekonomide Gıda Pazarlamasının Değişen Rolü. Atatürk Üniversitesi Ziraat Fakültesi Dergisi, 38(2): 207-214.
  46. Ustaahmetoğlu, E. (2015). Nöropazarlama üzerine bir değerlendirme. Business & Management Studies: An International Journal, 3(2): 154-168.
  47. Uzunoğlu, M. (2019). Nöro-Uyaranların Tüketici Davranışları Üzerindeki Etkisinin Ölçümü: Gıda Sektörü Üzerine Bir Çalışma. Yüksek Lisans Tezi. İstanbul Okan Üniveristesi, Gastronomi Ana Bilim Dalı, Gastronomi Programı.
  48. Vazquez, D., Bruce, M., and Studd, R. (2003). A case study exploring the packaging design management process within a UK food retailer. British Food Journal, 105(9): 602-617.
  49. Venter, K, Van der Merwe, D., De Beer, H., Kempen, E., and Bosman, M. (2011). Consumers' perceptions of food packaging: an exploratory investigation in Potchefstroom South Africa. International Journal of Consumer Studies, 35(3): 273-281.
  50. Wang, E. (2013). The influence of visual packaging design on perceived food product quality, value, and brand preference. International Journal of Retail & Distribution Management, 41(10): 805-816.
  51. Yin, W., Hewson, L., Linforth, R., Taylor, M., and Fisk, I.D. (2017). Effects of aroma and taste, independently or in combination, on appetite sensation and subsequent food intake. Appetite, 114 : 265-274.
  52. Yorgancılar, F. N. (2015). Tüketici Davranışı Nörolojisi. Konya: Çizgi Kitapevi.
  53. Yücel, A., and Coşkun, P. (2018). Nöropazarlama Literatür İncelemesi. The Journal of International Social Sciences, 28(2):157-177.
  54. Yücel, N, Yücel, A, Yılmaz, A.S., Cubuk, F., Orhan, E.B., and Şimşek, E.B. (2015). Coffee Tasting Experiment from the Neuromarketing Perspective. The 2015 WEI International Academic Conference Proceedings, 29-35.
  55. Zhou, L., Yang, Z., and Hui, M.K. (2010). Non-Local or Local Brands? A Multi-Level Investigation into Confidence in Brand Origin Identification and Its Strategic Implications. Journal of Academy of Marketing Science, 38 (2): 202-218.