Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Regional Conference

Ingredient based Illustrations and human choices : A Neurocognitive Perspective

Published: November 22, 2023


Anuj Kapoor, IIT Jodhpur; Raveena Gupta, FMS, Delhi, India; Harsh Verma, FMS, Delhi, India; Madhu Vij, Faculty of Management Studies, University of Delhi, India


Customers evaluate packaging through a rapid, automatic emotional reactions that occur unconsciously and these unconscious responses determine consumer preference. This research examined the connection between ingredient-based illustrations (real and symbolic) as part of front of packaging design, emotions, and choices. We employ a variety of neuroscience methodologies to give biometric and neuro-metric data obtained through eye-tracking, GSR, EEG and IRT to investigating the role of ingredient illustrations as heuristics in making decisions. Results demonstrate that ingredient-based illustrations provoke emotions in people and indicates that emotional responses are generated by ingredient-based illustrations and can be empirically measured and quantified.