LA RESPUESTA EXPLÍCITA E IMPLÍCITA DEL CONSUMIDOR ANTE LAS IMÁGENES MOSTRADAS EN UN ENVASE ALIMENTARIO: UN ESTUDIO EXPLORATORIO

Abstract

Packaging is a key factor in the perception that consumers have of a product, so it is important to precisely know what the most appropriate design for the message that brands are intended to convey is. The use of images in the visuals of the packaging is a very habitual graphic resource that for now has not attracted great scientific interest. Studies to date indicate that displaying images on a food package can have an effect on the consumer's perception of the product and therefore influence their expectations. However, up to now the consumer response has been measured mainly explicitly through techniques such as interviews or questionnaires. The aim of the present study is to explore whether it is possible to measure the implicit response of the consumer using sequential priming techniques and to assess the adequacy of this methodology when measuring the effect of the visuals of a food packaging in the expectation generation process. The results of this research may be relevant to marketing and design professionals by providing information on how the graphic design of the packaging influences the consumer.