Banca de DEFESA: GABRIELLY CAROLINE MENDES DA CUNHA

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : GABRIELLY CAROLINE MENDES DA CUNHA
DATE: 17/02/2023
TIME: 09:00
LOCAL: Online
TITLE:
KEY WORDS:

Neuroscience and Decision, Neuromarketing, Packaging, Placebo Effect, Eye-tracking.

PAGES: 82
BIG AREA: Engenharias
AREA: Engenharia de Produção
SUMMARY:

This research aimed to investigate the placebo effect between variations in the shape of fruit juice and ice cream packages on the perceived quantity of the product, as well as the relationship between attention and the placebo effect. Furthermore, the relationship between the placebo effect and consumption decision and attention behaviors on ice cream packaging was analyzed. Therefore, in order to analyze eye-tracking behavior and infer about consumers' attention, an experiment was conducted using the eye-tracking method, Eye-tracking. As stimuli a total of eight packages were developed that varied according to product type (fruit juice or ice cream), package shape (rectangular and triangular, rectangular and round, respectively) and flavor (orange and apple, cream and chocolate, also respectively). These stimuli were developed so that variations in package shape would cause an impression of different sizes (different volumes), even if the packages had the same product volume (for the 300ml juices and for the 1L ice cream). Furthermore, to investigate the consumption decision, images of real ice cream were used, varying the shape of the packages (rectangular and round). The research is classified as applied and explanatory, with a qualitative and quantitative approach. In general, the results obtained indicate that the different package shapes influenced the perception of quantity/volume of the products, that is, a placebo effect was perceived. Furthermore, the analyses suggest that there is a relationship between attention and the placebo effect, observed in terms of the variables package shape, consumption decision, and volume information presented in the package design. Therefore, it is hoped that this research will contribute to the establishment of strategies for developing product packaging that attracts consumer attention and influences the consumption decision

COMMITTEE MEMBERS:
Externo à Instituição - CARLOS HENRIQUE PEREIRA MELLO
Presidente - 2292895 - DENISE DUMKE DE MEDEIROS
Interna - 3184359 - LUCIA REIS PEIXOTO ROSELLI