Novel Food-Based Product Communication: A Neurophysiological Study

Russo, Vincenzo; Songa, Giulia; Marin, Laura Emma Milani; Balzaretti, C.; Tedesco, D.

doi:10.3390/nu12072092

Cited by 13 publications

(16 citation statements)

References 40 publications

(67 reference statements)

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Finally, for each respondent, each factor, as a determinant of food choices, was scored with the mean score of the items included. The results obtained for each factor (9 factors), as well as for each item within a factor (36 items), were compared for the period before and during the COVID-19 pandemic, in order to perform an in-depth analysis, as applied by other authors [33,34].…”

Section: Food Choice Questionnaire (Fcq)mentioning

confidence: 99%

Population-Based Study of the Changes in the Food Choice Determinants of Secondary School Students: Polish Adolescents’ COVID-19 Experience (PLACE-19) Study

2020

View full text Add to dashboard Cite

During the outbreak of Coronavirus Disease 2019 (COVID-19) pandemic and the lockdown, various changes of dietary habits are observed, including both positive and negative ones. However, the food choice determinants in this period were not studied so far for children and adolescents. The study aimed to analyze the changes in the food choice determinants of secondary school students in a national sample of Polish adolescents within the Polish Adolescents’ COVID-19 Experience (PLACE-19) Study population. The study was conducted in May 2020, based on the random quota sampling of schools (for voivodeships and counties) and a number of 2448 students from all the regions of Poland participated. The Food Choice Questionnaire (FCQ) (36 items) was applied twice—to analyze separately current choices (during the period of COVID-19 pandemic) and general choices (when there was no COVID-19 pandemic). For both the period before and during the COVID-19 pandemic, sensory appeal and price were indicated as the most important factors (with the highest scores). However, differences were observed between the scores of specific factors, while health (p < 0.0001) and weight control (p < 0.0001) were declared as more important during the period of COVID-19 pandemic, compared with the period before, but mood (p < 0.0001) and sensory appeal (p < 0.0001) as less important. The observations were confirmed for sub-groups, while female and male respondents were analyzed separately. It can be concluded that the COVID-19 pandemic may have changed the food choice determinants of Polish adolescents, as it may have increased the importance of health and weight control, but reduced the role of mood and sensory appeal. This may be interpreted as positive changes promoting the uptake of a better diet than in the period before the pandemic.

show abstract

Section: Food Choice Questionnaire (Fcq)mentioning

confidence: 99%

Population-Based Study of the Changes in the Food Choice Determinants of Secondary School Students: Polish Adolescents’ COVID-19 Experience (PLACE-19) Study

2020

View full text Add to dashboard Cite

show abstract

“…Future studies should focus also on the neuro and psychophysiological signals, in order to measure the consumers' emotional reaction to products, that is a spontaneous aspect of emotional reaction in real time, and to investigate communication strategies focused on food packaging (Russo et al, 2020a). Moreover, future studies should verify the effect of cross-media exposure in the communication strategy, which could help in the detection of the most effect of combination on media, improving the communication performance (Russo et al, 2020b). This aspect would be very functional and helpful to deepen the relationship between the territoriality and the exposure to the product.…”

Section: Discussionmentioning

confidence: 99%

Strategic Communication and Neuromarketing in the Fisheries Sector: Generating Ideas From the Territory

et al. 2021

Self Cite

View full text Add to dashboard Cite

Background: Globalization and technological progress has changed the relationships among fisheries, society and markets. The industrial primacy has led, among others, to the marginalization of fishermen and the deletion of local culture. It followed a loss of the conventional link between territory and traditions, with a change in consumer behavior.Aim: The purpose of this study is to investigate the way through which the communication of territoriality of fish products influences the consumers' quality perception, their willingness to pay and the exploration of packaging, in the Italian context.Method: In order to obtain quantitative and qualitative data on visual paths (the series of fixations and saccades) and areas of interest (AOI) of the analyzed packaging, gaze data were recorded. AOI permits to define regions of a visual stimulus and to link eye-movement measures to parts of the used stimulus. This study used AOI in order to measure Spent Time (the amount of time that consumers have spent looking at a particular AOI) and Entry Time (the time passed from the moment of the first fixation in a particular AOI) on brands and on products.Results: The results of the drivers identified crucial points for the future communication of fish products and the promotion of the territory. In particular, the analysis lays the foundations for a reorganization of the approach to the creation of product packaging, through greater attention to detail and the intrinsic values that this can express.Conclusion: The use of neuromarketing techniques has proved to be valid in identifying what is the main information that is processed for the evaluation of the product also considering the role played by emotions.

show abstract

“…The use of neuroscientific tools to study consumer behavior could improve our understanding of how external characteristics influence consumers’ preferences for a product ( Plassmann et al, 2012 ; Alvino et al, 2020 ). In particular, consumer neuroscience tools can be used to examine the psychological and neural mechanisms that underlie visual attention ( Russo, 2015 ; van Loo et al, 2015 ; Laeng et al, 2016 ; Khachatryan et al, 2017 ; Russo et al, 2020 ).…”

Section: Discussionmentioning

confidence: 99%

“…Similarly, studies suggest that product preferences at least partially depend on the amount of attention that they receive during the decision-making process ( Krajbich et al, 2010 ; Glimcher and Fehr, 2013 ; Chen et al, 2019 ). Consumer Neuroscience studies have investigated changes in consumer’s visual attention mechanisms related to different label characteristics (e.g., attractive vs. unattractive and presence of sustainability information), type of ingredients used (earthworm flowers vs. grain crackers), visual elements of the wine labeling (e.g., text vs. images and different design), and consumer knowledge about wine (non-expert and expert wine drinkers; Russo, 2015 ; van Loo et al, 2015 ; Laeng et al, 2016 ; Khachatryan et al, 2017 ; Russo et al, 2020 ). Except for the study of Russo et al (2020) , all these studies were conducted using eye tracking (ET) as the main research method.…”

Section: Introductionmentioning

confidence: 99%

Consumer Neuroscience: Attentional Preferences for Wine Labeling Reflected in the Posterior Contralateral Negativity

2021

View full text Add to dashboard Cite

During the decision-making process, consumers notice, inspect, and visually scan different products. External characteristics of a product, such as design, packaging, label, and logo, have been shown to strongly influence how customers perceive, assess, and select a product. Marketers have put a lot of effort into determining the factors that trigger consumers’ visual attention toward products, using traditional research methods, self-reports, or observations. The use of neuroscientific tools to study consumer behavior may improve our understanding of how external characteristics influence consumers’ visual attention. Consumer neuroscience research shows that preferences for a product may already be reflected in brain activity before customers make a final decision. Using electroencephalography (EEG), we investigated whether the design of different wine labeling influences individual preferences, reflected in the neural activity related to visual attention. More specifically, we examined whether the posterior contralateral negativity (PCN) can be used to assess and predict consumers’ preferences for a specific product based on its external characteristics. The PCN is commonly used to estimate attentional selection by focusing on stimulus-side dependent EEG lateralization above parieto-occipital areas. We computed the PCN to assess whether a certain wine label caught participants’ visual attention and additionally by comparing the PCN with behavioral data (wine preferences and reaction times) to determine whether early effects of visual attention could predict participants’ final preferences for a specific label. Our findings indicate that the PCN provides relevant information on visual attention mechanisms for external characteristics, as the view of the four labels modulated PCN amplitude. We hope this study can help researchers and practitioners in examining the effects of external product characteristics on consumer choice by estimating the changes in the EEG that are related to visual attention.

show abstract

Novel Food-Based Product Communication: A Neurophysiological Study

Cited by 13 publications

References 40 publications

Population-Based Study of the Changes in the Food Choice Determinants of Secondary School Students: Polish Adolescents’ COVID-19 Experience (PLACE-19) Study

Population-Based Study of the Changes in the Food Choice Determinants of Secondary School Students: Polish Adolescents’ COVID-19 Experience (PLACE-19) Study

Strategic Communication and Neuromarketing in the Fisheries Sector: Generating Ideas From the Territory

Consumer Neuroscience: Attentional Preferences for Wine Labeling Reflected in the Posterior Contralateral Negativity

Contact Info

Product

Resources

About