An Adaptive Machine Learning Methodology Applied to Neuromarketing Analysis: Prediction of Consumer Behaviour Regarding the Key Elements of the Packaging Design of an Educational Toy
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Title: | An Adaptive Machine Learning Methodology Applied to Neuromarketing Analysis: Prediction of Consumer Behaviour Regarding the Key Elements of the Packaging Design of an Educational Toy |
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Authors: | Juárez Varón, David | Tur-Viñes, Victoria | Rabasa Dolado, Alejandro | Polotskaya, Kristina |
Research Group/s: | Comunicación y Públicos Específicos |
Center, Department or Service: | Universidad de Alicante. Departamento de Comunicación y Psicología Social |
Keywords: | Packaging | Design | Toy | Neuromarketing | Eye tracking | Machine learning | Predictive models | Consumers | Methodology | Communication |
Knowledge Area: | Comunicación Audiovisual y Publicidad |
Issue Date: | 19-Sep-2020 |
Publisher: | MDPI |
Citation: | Juárez-Varón D, Tur-Viñes V, Rabasa-Dolado A, Polotskaya K. An Adaptive Machine Learning Methodology Applied to Neuromarketing Analysis: Prediction of Consumer Behaviour Regarding the Key Elements of the Packaging Design of an Educational Toy. Social Sciences. 2020; 9(9):162. https://doi.org/10.3390/socsci9090162 |
Abstract: | This research is in response to the question of which aspects of package design are more relevant to consumers, when purchasing educational toys. Neuromarketing techniques are used, and we propose a methodology for predicting which areas attract the attention of potential customers. The aim of the present study was to propose a model that optimizes the communication design of educational toys’ packaging. The data extracted from the experiments was studied using new analytical models, based on machine learning techniques, to predict which area of packaging is observed in the first instance and which areas are never the focus of attention of potential customers. The results suggest that the most important elements are the graphic details of the packaging and the methodology fully analyzes and segments these areas, according to social circumstance and which consumer type is observing the packaging. |
URI: | http://hdl.handle.net/10045/109378 |
ISSN: | 2076-0760 |
DOI: | 10.3390/socsci9090162 |
Language: | eng |
Type: | info:eu-repo/semantics/article |
Rights: | © 2020 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/). |
Peer Review: | si |
Publisher version: | https://doi.org/10.3390/socsci9090162 |
Appears in Collections: | INV - COMPUBES - Artículos de Revistas |
Files in This Item:
File | Description | Size | Format | |
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Juarez-Varon_etal_2020_SocSci.pdf | 6,7 MB | Adobe PDF | Open Preview | |
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