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El color como estrategia de packaging en la compra impulsiva: un enfoque desde el neuromarketing

Author

Listed:
  • Alejandro Ruíz Trujillo
  • Antonio J. Morales
  • María Mercedes Rojas De Gracia
  • Paloma Hidalgo García

Abstract

El packaging es un factor esencial en el punto de venta. Esta investigación experimental trata de indagar, con la ayuda de eye-tracking, cómo el color influye en las pautas de visualización y en la compra impulsiva. Para ello, se diseñó un experimento de elección entre sujetos que simulaba una decisión de compra con imágenes de packaging de galletas y bombones. Los resultados muestran que existe un patrón de fijación en los elementos que conforman el packaging. Por otro lado, las pautas de atención no dependen del color del packaging, aunque la elección final sí: el rojo aumenta las probabilidades de compra.

Suggested Citation

  • Alejandro Ruíz Trujillo & Antonio J. Morales & María Mercedes Rojas De Gracia & Paloma Hidalgo García, 2026. "El color como estrategia de packaging en la compra impulsiva: un enfoque desde el neuromarketing," DOCFRADIS Working Papers 2602, Catedra Fundación Ramón Areces de Distribución Comercial, revised May 2026.
    • Handle: RePEc:ovr:docfra:2602
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    More about this item

    Keywords

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    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior

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