Strategic Communication and Neuromarketing in the Fisheries Sector: Generating Ideas From the Territory

Abstract

Background: Globalization and technological progress has changed the relationships among fisheries, society and markets. The industrial primacy has led, among others, to the marginalization of fishermen and the deletion of local culture. It followed a loss of the conventional link between territory and traditions, with a change in consumer behavior.Aim: The purpose of this study is to investigate the way through which the communication of territoriality of fish products influences the consumers' quality perception, their willingness to pay and the exploration of packaging, in the Italian context.Method: In order to obtain quantitative and qualitative data on visual paths (the series of fixations and saccades) and areas of interest (AOI) of the analyzed packaging, gaze data were recorded. AOI permits to define regions of a visual stimulus and to link eye-movement measures to parts of the used stimulus. This study used AOI in order to measure Spent Time (the amount of time that consumers have spent looking at a particular AOI) and Entry Time (the time passed from the moment of the first fixation in a particular AOI) on brands and on products.Results: The results of the drivers identified crucial points for the future communication of fish products and the promotion of the territory. In particular, the analysis lays the foundations for a reorganization of the approach to the creation of product packaging, through greater attention to detail and the intrinsic values that this can express.Conclusion: The use of neuromarketing techniques has proved to be valid in identifying what is the main information that is processed for the evaluation of the product also considering the role played by emotions.

Dairy Products with Certification Marks: The Role of Territoriality and Safety Perception on Intention to Buy

“…Based on previous literature, we hypothesized that the perception of rootedness in the territory, evoked by packaging, directly and positively influenced the perception of product safety and the intention to purchase dairy products (H1a and H1b). As underlined, packaging has a key role in communicating the product and in capturing the interest and the attention of consumers [10]. This is linked with the fact that the packaging is a visual stimulus, creating a first contact with the product, a pre-requisite for the processing of information [23].…”

“…References to territoriality can be considered as a driver for the purchase of food products [10][11][12]. The added value of references to territorial origins has led the European Union to adopt a package of legislation (EC Regulations 2081/92 and 2082/92) which provides protection of food names according to their origins: the Protected Designations of Origin (PDO), the Protected Geographical Indications (PGI), and the Traditional Specialities Guaranteed (TSG) [13].…”

“…Indeed, packaging is the first visual element that puts consumers in contact with the product, a pre-requisite for information processing [23]. It is, therefore, important to investigate the importance of packaging in communicating aspects such as tradition and territoriality [10]. Indeed, packaging could play an important role in the challenge to communicate the abstract concept of "traditional" to new targets, such as young generations.…”

“…Few empirical studies have instead focused on the role that references to territoriality on packaging have on the willingness to buy and on the psychological mechanisms underlying this choice [10]. Since it is recognized that consumers are willing to pay more for better quality and healthier products [26][27][28][29], in this study we investigate the role played by references to territoriality on packaging of dairy products with a certification mark by hypothesizing that:…”

Job Assessment Through Bioelectrical Measures: A Neuromanagement Perspective

“…According to studies on general consumer behaviors and decision processes, measurements based on the registration of neuro-physiological parameters could give accurate and reliable results because of the fact that they lack the mediation of cognitive processes (Poels and DeWitte, 2006;Missaglia et al, 2017). In fact, neuroscience, when applied to marketing issues, aims to discover what is happening in the brain in response to products or advertising stimuli and, in turn, discover which strategy can lead to the buying process (Ciceri et al, 2019;Russo et al, 2020).…”