RT journal article
T1 Using Event-Related Potentials to Evidence the Visual and Semantic Impact: A Pilot Study with N400 Effect and Food Packaging
A1 Rojas, Juan-Carlos
A1 Contero, Manuel
A1 Vergara, Margarita
A1 Higuera Trujillo, Juan Luis
A2 Ingeniería Mecánica y Diseño Industrial
K1 design artwork
K1 event-related potential (ERP)
K1 N400
K1 packaging
AB 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.
PB Multidisciplinary Digital Publishing Institute (MDPI)
SN 2304-8158
YR 2024
FD 2024
LK http://hdl.handle.net/10498/35490
UL http://hdl.handle.net/10498/35490
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 07-nov-2026