Marketing Review St. Gallen

, Volume 26, Issue 4, pp 28–33 | Cite as

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

  • Marco HubertEmail author
  • Mirja Hubert
  • Jens Sommer
  • Peter H. Kenning
Kaufentscheidungen Emotionen


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.


Blood Oxygenation Level Dependent Neural Correlate Medial Prefrontal Cortex Susceptibility Index Medial Frontal Cortex 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Gabler Verlag 2009

Authors and Affiliations

  • Marco Hubert
    • 1
    Email author
  • Mirja Hubert
    • 1
  • Jens Sommer
    • 2
  • Peter H. Kenning
    • 1
  1. 1.Zeppelin UniversityFriedrichshafenGermany
  2. 2.Centre of Neurosciences, Department of Psychiatry and PsychotherapyUniversity MarburgMarburgGermany

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