Analysis of educational toy packaging design, through neuromarketing

In: Cuadernos latinoamericanos de administración, Band 15, Heft 28

Open Access

Abstract

As a result of the combination of the Neuroscience with marketing, arises neuromarketing, as a research discipline, taking advantage the advances of technology. This new field of knowledge, goes further of traditional tools of quantitative and qualitative research, and focusing in brain reactions of the consumers in front of the marketing stimuli (Reimann, 2011). us, the present investigation, seeks to answer the question of ¿how to improve the efficiency of packaging design in educational toys, through the neuromarkenting? using knowledge and techniques of neuroscience and qualitative research techniques, in order to reach designs appropriate to the needs of brands, advertisers and consumers, and to achieve that, people make better purchasing decisions