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Related Experiment Video

Updated: Jun 22, 2025

Investigating the Effects of Antipsychotics and Schizotypy on the N400 Using Event-Related Potentials and Semantic Categorization
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Using Event-Related Potentials to Evidence the Visual and Semantic Impact: A Pilot Study with N400 Effect and Food

Juan-Carlos Rojas1, Manuel Contero2, Margarita Vergara3

  • 1Escuela de Arquitectura, Arte y Diseño, Tecnologico de Monterrey, Monterrey 64700, Mexico.

Foods (Basel, Switzerland)
|June 27, 2024
PubMed
Summary

This study used event-related potentials (ERPs) to assess consumer perception of food packaging. York Ham packaging was rated highest, indicating its superior design effectiveness in influencing consumer decisions.

Keywords:
N400design artworkevent-related potential (ERP)packaging

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Area of Science:

  • Neuroscience
  • Consumer Psychology
  • Food Science

Background:

  • Packaging design significantly influences consumer purchasing decisions.
  • Traditional methods for evaluating packaging impact are evolving.
  • Non-traditional methods offer deeper insights into consumer perception.

Purpose of the Study:

  • To evaluate consumer perception of York Ham and Turkey Breast packaging using neuroscientific techniques.
  • To investigate the cognitive processing associated with food packaging evaluation.
  • To identify which packaging design elements resonate most effectively with consumers.

Main Methods:

  • Utilized event-related potential (ERP) technique with 32-channel scalp electrodes.
  • Employed priming words (positive and negative) and target images (original and modified packaging).
  • Conducted 200 trials of word-image matching tasks with 23 participants.

Main Results:

  • Observed a significant N400 effect in the parietal brain region, indicating cognitive processing of congruency.
  • The N400 effect demonstrated the brain's response to the match or mismatch between priming words and packaging images.
  • York Ham packaging was consistently rated as the most favorably perceived among the evaluated products.

Conclusions:

  • Event-related potentials (ERPs) provide valuable data for understanding food packaging perception.
  • Cognitive processing, specifically the N400 effect, is a reliable indicator of packaging effectiveness.
  • Packaging design plays a crucial role in consumer decision-making, with specific designs like York Ham's showing higher impact.