Abstract:

Markets are becoming global and there is a need to develop products that easily convey information across cultures. By combining techniques from different fields (psychology, marketing, neuroscience and behaviour science) it is possible to develop a protocol to assess how consumers process packaging and product information. Participants from different regions will be compared. Word association tests, sound symbolism scales, facial expression and emotion questionnaires, as well as eye tracking will be used to test different products and packaging and evaluate the sensory correspondences, spontaneous concepts, visual processing and emotional experience generated by each of the stimuli. The implications of employing these methodologies for exporting products and entering new markets will also be discussed.