Analysis of Attraction Response on Product Packaging Based on EEG Signal: (A preliminary study of Neuromarketing on Packaging)

Product packaging is a key component of the marketing strategy. Packaging is a powerful visual marketing tool that grabs consumers' attention and shapes their perception of brands and products. Neuromarketing tries to show how product packaging affects customer behavior, emotional responses, memory, and cognitive processes in the brain. In addition, it can provide deeper insight into consumers' unconscious brain responses to product packaging compared to traditional methods such as surveys or interviews. Recently, electroencephalogram (EEG) technology has been used widely by researchers to record and analyze brain activities, but very few on analyzing consumers' brain activity when interacting with product packaging. This study involves 30 volunteers to investigate the brain signals of attractive and unattractive packaging. Four EEG channels were used to record the signals, namely T3, T4, O1, and O2. EEG-preprocessing was done to do the feature extraction, and classification stage. The cleaned EEG signals were decomposed into Alpha, Beta, and Gamma sub-bands. To classify attractive and unattractive packaging, features Power Spectral Density (PSD) was taken from EEG data and computed. Based on the result, we found that the PSD value on attractive packaging is relatively higher than on unattractive packaging from each subband (alpha, beta, and gamma). It can be concluded that the high PSD value also indicates high enthusiasm for attractive packaging. We also found that the activity in the gamma subband indicates a higher cognitive process on attractive packaging. The three classification algorithms used in this study are Random Forest, KNN, and SVM. The best results were obtained from the random forest algorithm (73%), followed by KNN (60%), and SVM (52%).