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Article

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

1
Department of Mechanical and Materials Engineering, Universitat Politècnica de València, Camino de Vera, s/n, 46022 Valencia, Spain
2
Department of Communication and Social Psychology, Universidad de Alicante, Carretera de San Vicente del Raspeig s/n, 03690 San Vicente del Raspeig, Spain
3
Department of Statistics, Mathematics and Informatics, Miguel Hernández University, Avenida de la Universidad, s/n, 03202 Elche, Spain
*
Author to whom correspondence should be addressed.
Soc. Sci. 2020, 9(9), 162; https://doi.org/10.3390/socsci9090162
Received: 13 August 2020 / Revised: 4 September 2020 / Accepted: 9 September 2020 / Published: 19 September 2020
(This article belongs to the Special Issue Big Data and Social Sciences)
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. View Full-Text
Keywords: packaging; design; toy; neuromarketing; eye tracking; machine learning; predictive models; consumers; methodology; communication packaging; design; toy; neuromarketing; eye tracking; machine learning; predictive models; consumers; methodology; communication
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MDPI and ACS Style

Juárez-Varón, D.; Tur-Viñes, V.; Rabasa-Dolado, A.; Polotskaya, K. 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. Soc. Sci. 2020, 9, 162. https://doi.org/10.3390/socsci9090162

AMA Style

Juárez-Varón D, Tur-Viñes V, Rabasa-Dolado A, Polotskaya K. 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. Social Sciences. 2020; 9(9):162. https://doi.org/10.3390/socsci9090162

Chicago/Turabian Style

Juárez-Varón, David, Victoria Tur-Viñes, Alejandro Rabasa-Dolado, and Kristina Polotskaya. 2020. "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" Social Sciences 9, no. 9: 162. https://doi.org/10.3390/socsci9090162

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