| Nowadays,with the increasing improvement of people’s lives,the issue of dietary health is receiving increasing attention.Facts have proven that overweight and obesity are closely related to consumers’ excessive diet.In recent years,many scholars abroad have begun to study the impact of food packaging on consumer calorie intake.However,there is relatively little research in this field in China.Therefore,this article focuses on the two important elements of food packaging information-shape and color.Based on conceptual metaphor theory,research was conducted by the method of Event Related Potential(ERP),and a 2(shape: short wide type vs thin high type)×2(color:warm tone vs cold tone)experiment within the subject group to explore the impact of the shape and color of food packaging on consumers’ calorie perception.Finally,based on the research results,propose countermeasures and suggestions to food production enterprises and consumers.The main research conclusions of this article are as follows:(1)The differences in food package shape and color can influence individual’s perception of calories before consumers make a purchase decision.Specifically,under the condition that the package shape is lean and tall and the package color is cool,consumers obtain lower calorie perception.(2)The processing of packaging information by individual brain is a process from low unconscious to high conscious.In the early stages of information processing,the brain unconsciously allocates resources based on task difficulty.In the middle stage of information processing,conscious activity begins to intervene and the brain performs preliminary processing of packaged information.In the later stages of information processing,individuals acquire a perception of caloric content and generate conflict as well as emotional feedback about caloric content and the information processing process.(3)The conceptual metaphor theory is applicable to scenarios where consumers make purchase decisions based on the perceived caloric content of food.At the neural level,this study uses four EEG components,N1,N270,P300,and LPP,to reveal the process from unconscious processing to refined processing of packaging information by consumers in a short period of time.This paper improves the relevant research of the impact of packaging on consumers,enriches the research of shape,color and other fields,and provides an important reference and reference for the selection of packaging in enterprise marketing. |
