Consumer neuroscience the effect of retail brands on the perception of product packaging

Whereas classical marketing research is restricted to purely analyzing reported and/or behavioral data, the new research area of consumer neuroscience might be able to capture unconscious and emotional processes as well. The present study investigates the neural correlates associated with different retail brand frames. The authors assume that the integration of emotions and memories associated with the image and reputation of a retail brand can influence consumers’ perception of a product packaging.