文章基本信息

标题：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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作者：David Juárez-Varón ; Victoria Tur-Viñes ; Alejandro Rabasa-Dolado 等
期刊名称：Social Sciences
印刷版ISSN：2076-0760
出版年度：2020
卷号：9
期号：162
页码：162
DOI：10.3390/socsci9090162
语种：English
出版社：MDPI, Open Access Journal
摘要：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.