Method and system, for analyzing the causal relationship between packaging and consumer purchasing decisions using neurological measurement technique

Abstract

The present invention provides a method for analyzing the causal relationship between packaging shapes and consumers' purchase decisions using a neurological measurement method for measuring consumer preference for packaging shapes, comprising the steps of: generating cognitive information of consumers reflecting neurological changes of consumers regarding packaging shapes by measuring consumers' reactions to packaging shapes formed in various colors and various shapes through a generation unit using a neurological measurement method; classifying the cognitive information of consumers regarding packaging shapes by the same color or the same shape through a classification unit; and analyzing the causal relationship between the packaging shapes and consumers' purchase decisions by comparing the cognitive information of consumers classified by the classification unit through an analysis unit to identify the case in which the neurological changes of consumers are most significant.

Description

Technology Field

[0001] By means of the disclosure, a method for utilizing cognitive science technology in product marketing is provided. Background Technology

[0002] The human cognitive process begins with connections and mechanisms involving the human brain, spinal cord, or peripheral nervous system and body muscles; for example, it refers to the process in which information about a specific object is input into the brain and other areas when a human utilizes visual senses to perceive light reflected from that object.

[0003] Cognitive science and technology refers to the academic field that technically implements or utilizes human cognitive processes within devices by understanding them. It can be applied in various fields, and interest is growing particularly in areas where human emotional factors are required.

[0004] Conventional packaging marketing analysis methods have been conducted by analyzing survey results or interview results based on questionnaires prepared according to specific criteria regarding various packaging formed in various colors and shapes.

[0005] However, such survey or interview methods can result in somewhat subjective responses due to external factors, such as the mood and circumstances of the respondents at the time of the survey, which leads to the derivation of incorrect packaging marketing methods. Ultimately, there is a problem in that these conventional survey methods cannot derive efficient and accurate packaging marketing analysis methods. Prior art literature

[0006] Korean Patent Publication No. 10-2018-7025340 (Date of publication, 2018.10.01) The problem to be solved

[0007] The present invention aims to derive an efficient and accurate packaging marketing method by utilizing cognitive science and technology in the field of packaging marketing to obtain objective information from which external factors, such as respondents' moods or situations, have been excluded. means of solving the problem

[0008] A method for analyzing the causal relationship between packaging shapes and consumers' purchase decisions using a neurological measurement method according to an embodiment of the present invention comprises: a step of generating consumers' cognitive information reflecting neurological changes in consumers regarding packaging shapes by measuring consumers' reactions to packaging shapes formed in various colors and various shapes through a generation unit using a neurological measurement method to identify consumer preferences for packaging shapes; a step of classifying the consumers' cognitive information regarding packaging shapes by the same color or the same shape through a classification unit; and a step of analyzing the causal relationship between the packaging shapes and consumers' purchase decisions by comparing the consumers' cognitive information classified by the classification unit through an analysis unit to identify the case in which the consumers' neurological changes are most significant.

[0009] In the step of generating the cognitive information of consumers according to one embodiment of the present invention, the cognitive information of consumers generated by the generating unit may be characterized as being cognitive information of consumers generated by an eye-tracking method that tracks the gaze of consumers toward various packaging shapes formed of various colors and various shapes among neurological measurement methods.

[0010] The cognitive information of the consumers generated by the generation unit of the present invention according to one embodiment may be characterized as being cognitive information of the consumers generated by an eye-tracking method that tracks the gaze of consumers toward a specific part of a packaging shape among neurological measurement methods.

[0011] As one embodiment, the eye-tracking method may be characterized by specifically measuring the pupil dilation and gaze frequency of the consumer.

[0012] In the step of generating the cognitive information of consumers according to one embodiment of the present invention, the cognitive information of consumers generated by the generating unit may be characterized as being cognitive information of consumers generated by a brainwave measurement method among neurological measurement methods, which measures whether a significant difference occurs in the activation of consumers' brainwaves according to the color or shape of the packaging shape when consumers view the packaging shape.

[0013] The brainwave measurement method of the present invention according to one embodiment may be characterized by measuring brainwave activation through brainwave bands and brain active areas when consumers view the packaging shape.

[0014] The brainwave measurement method of the present invention according to one embodiment may be characterized by measuring whether the correlation coefficient representing the correlation between brain active regions of brainwave bands when consumers view the packaging shape has a value greater than a preset correlation coefficient value.

[0015] In the step of generating the cognitive information of consumers according to one embodiment of the present invention, the cognitive information of consumers generated by the generating unit may be characterized as being cognitive information of consumers generated by an fMRI measurement method, which is a neurological measurement method in which the brain activation area when a consumer perceives an image of a packaging shape relative to a control image serving as a standard for the experiment is measured by fMRI.

[0016] The fMRI measurement method of the present invention according to one embodiment may be characterized by measuring the oxygen concentration of the brain using a BOLD signal to measure the degree of brain activation in a specific region. Effects of the invention

[0017] The present invention can derive an objective packaging marketing method based on objective perception information of consumers regarding packaging forms, thereby enabling the derivation of conclusions regarding an efficient and accurate packaging marketing method. Brief explanation of the drawing

[0018] FIG. 1 schematically illustrates each step of a method for analyzing the causal relationship between packaging and a consumer's purchase decision using a neurological measurement method, as an embodiment of the present invention. FIG. 2 illustrates schematic components of an analysis system as an embodiment of the present invention. FIG. 3 illustrates an example in which a classification unit of an analysis system classifies packaging shapes formed of the same shape and various colors as an embodiment of the present invention. FIG. 4 illustrates an example in which a classification unit of an analysis system classifies packaging shapes formed of the same color and various shapes as an embodiment of the present invention. FIG. 5 illustrates lipstick packaging shapes to explain an example of an eye-tracking method among neurological measurement methods as an embodiment of the present invention. FIG. 6 specifically illustrates a circular lipstick packaging shape to explain an example of an eye-tracking method among neurological measurement methods as an embodiment of the present invention. FIG. 7 illustrates an example of consumer perception information regarding a circular lipstick packaging shape formed by an eye-tracking method among neurological measurement methods as an embodiment of the present invention. FIG. 8 illustrates an example of consumer perception information data regarding a circular lipstick packaging shape formed by an eye-tracking method among neurological measurement methods as an embodiment of the present invention. FIG. 9 schematically illustrates an example of a brainwave measurement method among neurological measurement methods as an embodiment of the present invention. FIG. 10 specifically illustrates the measured brainwave activation values ​​of consumers for a spray-shaped sunscreen packaging product as an example of a brainwave measurement method among neurological measurement methods as an embodiment of the present invention. FIG. 11 illustrates an example of an fMRI measurement method among neurological measurement methods as an embodiment of the present invention. Specific details for implementing the invention

[0019] It should be noted that in assigning reference numbers to the components of each drawing in this specification, identical components are assigned the same number whenever possible, even if they are shown in different drawings. In this specification, the singular form includes the plural form unless specifically stated otherwise in the text. As used in this specification, "comprises" and / or "comprising" do not exclude the presence or addition of one or more other components in addition to the components mentioned.

[0020] The above objects, other objects, features, and advantages of the present invention will be easily understood through the following preferred embodiments associated with the accompanying drawings. However, the present invention is not limited to the embodiments described herein and may be embodied in other forms. Rather, the embodiments introduced herein are provided to ensure that the disclosed content is thorough and complete and to ensure that the spirit of the invention is sufficiently conveyed to a person skilled in the art.

[0021] Hereinafter, preferred embodiments of the present invention designed to solve the above problems will be described in detail with reference to the attached drawings.

[0023] FIG. 1 schematically illustrates each step of a method for analyzing the causal relationship between packaging and a consumer's purchase decision using a neurological measurement method, as an embodiment of the present invention.

[0024] FIG. 2 illustrates schematic components of an analysis system (1000) as an embodiment of the present invention.

[0025] Referring to FIG. 2, as an embodiment of the present invention, the analysis system (1000) includes a generation unit (100), a classification unit (200), and an analysis unit (300).

[0026] Referring to FIGS. 1 and 2, as an embodiment of the present invention, a method for analyzing the causal relationship between packaging and a consumer's purchase decision using a neurological measurement method comprises: a step (S100) of generating consumer cognitive information reflecting the consumer's neurological changes regarding the packaging shapes by measuring the consumer's reaction to packaging shapes formed in various colors and various shapes using a neurological measurement method through a generation unit (100); a step (S200) of classifying the consumer's cognitive information regarding the packaging shapes by the same color or same shape through a classification unit (200); and a step (S300) of analyzing the causal relationship between the packaging shape and the consumer's purchase decision by comparing the consumer's cognitive information classified in the classification unit (200) through an analysis unit (300) to identify the case in which the consumer's neurological change is most significant.

[0027] In the step (S100) of generating consumer cognitive information, the generating unit (100) of the analysis system (1000) can measure consumers' reactions to packaging shapes formed in various colors and various shapes using a neurological measurement method.

[0028] Packaging shapes can be formed in various colors and shapes, and may be conventional packaging shapes for various products. For example, in the case of lipstick of a specific color, the packaging shape may be formed in a circular, square, or pencil shape.

[0029] In a method for analyzing the causal relationship between packaging and a consumer's purchase decision using a neurological measurement method according to one embodiment of the present invention, the packaging shape may be a cosmetic packaging shape. However, it is not limited thereto and may be a packaging shape of various products.

[0030] In the step (S100) of generating consumer cognitive information, the generating unit (100) of the analysis system (1000) can measure consumers' reactions to packaging shapes formed in various colors and various shapes using a neurological measurement method. Here, the neurological measurement method is a technology utilizing cognitive science and technology and may be any one of an eye-tracking method, an electroencephalogram (EEG) measurement method, or an fMRI measurement method. However, the neurological measurement method is not limited to these and may be any one of various neurological measurement methods. For example, a neurological measurement method utilizing cognitive science and technology may be any one of a Magnetoencephalography (MEG) measurement method that detects changes in the brain's magnetic field, a Near-Infrared Spectroscopy (NIRS) measurement method that measures changes in the brain's oxygen levels using near-infrared rays, a skin conductivity measurement method, or a respiration-electromyography (EMG) measurement method.

[0031] In the step (S100) of generating consumer cognitive information, the generating unit (100) of the analysis system (1000) can generate consumer cognitive information that reflects the neurological changes of consumers regarding packaging shapes by using any one of the neurological measurement methods described above to measure consumers' reactions to packaging shapes formed in various colors and various shapes.

[0032] The consumers' cognitive information reflecting neurological changes regarding packaging shapes may be cognitive information reflecting neurological changes such as eye movement, changes in brain waves, or changes in brain oxygen levels when consumers visually perceive each packaging shape. However, it is not limited to this, and the consumers' cognitive information may be cognitive information reflecting neurological changes such as changes in the brain's magnetic field, changes in skin conductivity, changes in respiration rate, or changes in electromyography.

[0033] In the step (S200) of classifying the consumers' perception information regarding the packaging shapes by the same color or the same shape, the classification unit (200) of the analysis system (1000) can classify the consumers' perception information regarding the packaging shapes generated by the generation unit (100) by the same color or the same shape. This classification method is explained as an example with reference to FIGS. 3 and FIGS. 4.

[0034] FIG. 3 illustrates an example in which, as an embodiment of the present invention, in the step (S200) of classifying consumers' perception information regarding packaging shapes by the same color or same shape, the classification unit (200) of the analysis system (1000) classifies packaging shapes formed in various colors for a specific shape.

[0035] The packaging shape may be the packaging shape of a sunscreen product.

[0036] For example, referring to FIG. 3, the classification unit (200) of the analysis system (1000) can classify consumers' perception information regarding packaging shapes generated by the generation unit (100) into packaging shapes formed in various colors [black (11), white (12), blue (13), yellow (14), orange (15), blue-green (16), pink (17) or sky blue (18)] for a specific shape (tube shape).

[0037] FIG. 4 illustrates an example in which, as an embodiment of the present invention, in the step (S200) of classifying consumers' perception information regarding packaging shapes by the same color or the same shape, the classification unit (200) of the analysis system (1000) classifies packaging shapes formed in various shapes for a specific color.

[0038] For example, referring to FIG. 4, the classification unit (200) of the analysis system (1000) can classify consumers' perception information regarding packaging shapes generated by the generation unit (100) into packaging shapes of sunscreen products formed in various shapes [tube shape (21), stick shape (22), spray shape (23) or pump shape (24)] for a specific color (black) (11).

[0039] That is, referring to FIGS. 3 and 4, the classification unit (200) of the analysis device (1000) can classify various consumer perception information regarding packaging shapes generated by the generation unit (100) by the same color or the same shape. However, it is not limited to this, and the classification unit (200) of the analysis device (1000) can classify consumer perception information regarding packaging shapes generated by the generation unit (100) according to other criteria.

[0041] Referring again to FIGS. 1 and FIGS. 2, in the step (S300) of analyzing the causal relationship between the package shape and consumers' purchasing decisions, the analysis unit (300) of the analysis system (1000) can compare the cognitive information of consumers classified by a classification method set in the classification unit (200), identify the case where the neurological change of consumers is most significant, and then analyze the causal relationship between the package shape and consumers' purchasing decisions.

[0042] Neurological changes in consumers may include changes in eye movement, brainwaves, or oxygen levels in the brain upon recognizing the packaging shape. However, this is not limited to these, and neurological changes in consumers may include changes in the brain's magnetic field, skin conductivity, respiration rate, or electromyography.

[0043] For example, in the step (S100) of generating consumers' cognitive information, if the generating unit (100) of the analysis system (1000) generates consumers' cognitive information using an eye-tracking method among neurological measurement methods for packaging shapes, such cognitive information may include information that there are neurological changes when consumers recognize a specific packaging shape, such as an increase in the number of gazes, an increase in pupil size, or a longer gaze time compared to when consumers recognize another packaging shape. However, it is not limited to this, and consumers' cognitive information may include various eye-tracking information regarding a specific object.

[0044] In the step (S200) of classifying the consumers' perception information regarding packaging shapes by same color or same shape, the classification unit (200) of the analysis system (1000) can classify the consumers' perception information generated by the generation unit (100) according to a pre-set classification method.

[0045] In the step (S300) of analyzing the causal relationship between the package shape and consumers' purchasing decisions, the analysis unit (300) of the analysis system (1000) can compare the cognitive information of consumers classified by a pre-set classification method in the classification unit (200) to identify the case where the neurological changes of consumers are most significant.

[0046] As another embodiment of the present invention, the analysis unit (300) of the analysis system (1000) in the step (S300) of analyzing the causal relationship between the package shape and consumers' purchase decision can identify the case in which the consumers' neurological changes are most significant by comparing the cognitive information of consumers classified by a classification method set in the classification unit (200) using a T-test.

[0047] The T-test is a statistical technique used to determine whether a difference represents a statistically significant difference by comparing the means of data groups when specific data follows a standard normal distribution.

[0048] For example, if you compare two data sets using a T-test at a significance level of 0.05, you are comparing the difference in means between the two data sets, and a significance level of 0.05 may mean that the probability of the analysis result occurring by chance is limited to 5%.

[0049] As an embodiment of the present invention, the cognitive information of consumers generated in the generating unit (100) of the step (S100) of generating cognitive information of consumers may be characterized as being cognitive information of consumers generated by an eye-tracking method that tracks the gaze of consumers toward various packaging shapes formed of various colors and various shapes among neurological measurement methods.

[0051] Referring again to FIG. 1 and FIG. 2, as an embodiment of the present invention, the cognitive information of consumers generated in the generating unit (100) of the step (S100) of generating the cognitive information of consumers may be characterized as being cognitive information of consumers generated by an eye-tracking method that tracks the gaze of consumers toward a specific part of a packaging shape among neurological measurement methods.

[0052] With reference to FIGS. 5 to 8, an eye-tracking method among neurological measurement methods is described as an example of an embodiment of the present invention.

[0053] FIG. 5 illustrates lipstick packaging shapes to explain an example of an eye-tracking method among neurological measurement methods as an embodiment of the present invention.

[0054] For example, referring to FIG. 5, the lipstick packaging shapes may be round-shaped (31), square-shaped (32), or pencil-shaped (33) lipstick packaging shapes. However, they are not limited to these, and the lipstick packaging shapes may be formed in various colors and various shapes.

[0055] As an embodiment of the present invention, in the step (S100) of generating consumers' cognitive information, the eye-tracking method among the neurological measurement methods for generating consumers' cognitive information may mean converting human visual perception of an object into data. Here, the data may be consumers' cognitive information generated by the generation unit (100) of the analysis system (1000).

[0056] Eye tracking methods can convert human visual perception of an object into data such as pupil size, fixation count, average fixation, or dwell time.

[0057] In addition, eye-tracking methods can convert human visual perception of an object into data as gaze frequency (or fixation frequency), expressed as fixation or saccade.

[0058] FIG. 6 specifically illustrates a circular lipstick packaging shape (31) to explain an example of an eye-tracking method among neurological measurement methods as an embodiment of the present invention.

[0059] Referring to FIG. 6, the circular lipstick packaging shape (31) can be formed with a cap (41), lipstick contents (42), an upper part (43), a metal part (44), a bottom part (45), and a white space (46).

[0060] FIG. 7 illustrates an example of consumer perception information regarding a circular lipstick packaging shape (31) formed by an eye-tracking method among neurological measurement methods as an embodiment of the present invention.

[0061] Referring to FIG. 7, the consumer cognitive information generated in the generating unit (100) of the step (S100) of generating consumer cognitive information is generated by an eye-tracking method for a circular lipstick packaging shape (31), and may include cognitive information such as the fixation count, average fixation, or dwell time of consumers regarding the circular lipstick packaging shape (31).

[0062] When analyzing the table in FIG. 7, the consumers' perception information regarding the circular lipstick packaging shape (31) may include perception information that the upper part (43) of the circular lipstick packaging shape (31) has a greater value for fixation count, average fixation, or dwell time than the cap (41), lipstick contents (42), metal part (44), bottom part (45), and white space (46).

[0063] FIG. 8 illustrates an example of consumer perception information data regarding a circular lipstick packaging shape (31) formed by an eye-tracking method among neurological measurement methods as an embodiment of the present invention.

[0064] Referring to FIG. 8, the consumer cognitive information generated in the generating unit (100) of the step (S100) of generating consumer cognitive information is generated by an eye-tracking method for a circular lipstick packaging shape (31), and may include cognitive information such as a gaze frequency expressed as fixation or saccade in which the consumer's pupil is sufficiently dilated toward the circular lipstick packaging shape (31).

[0065] When analyzing the table in Fig. 8, the consumers' perception information regarding the circular lipstick packaging shape (31) may include perception information that the upper part (43) of the circular lipstick packaging shape (31) has a higher value of gaze frequency, expressed as fixation or saccade, than the cap (41), lipstick contents (42), metal part (44), bottom part (45), and white space (46) of consumers with sufficiently dilated pupils.

[0066] Referring to FIGS. 5 to 8, it can be seen that consumers have a statistically significant difference in interest regarding the upper part (43) of the circular lipstick packaging shape (31), and that this tendency appears equally regardless of whether the consumer is male or female. In addition, this result may also appear equally for the square lipstick packaging shape (32) or the pencil lipstick packaging shape (33).

[0067] A method for analyzing the causal relationship between packaging shape and consumers' purchase decision using an eye-tracking method among neurological measurement methods according to one embodiment of the present invention can confirm differences in consumers' interest levels according to the color of the packaging shape.

[0068] The cognitive information of consumers generated using an eye-tracking method among neurological measurement methods in the generation unit (100) of the step (S100) of generating cognitive information of consumers may include the overall average pupil size, the average pupil size when fixating, and the average pupil size when saccading. Additionally, the cognitive information of consumers may include cognitive information regarding the packaging shape of a man or a woman.

[0069] In the step (S200) of classifying the consumers' perception information regarding the packaging shapes according to the same color or the same shape, the classification unit (200) can classify the consumers' perception information regarding the packaging shape of the sunscreen product generated by the generation unit (100) into packaging shapes of the sunscreen product formed with the same shape and various colors.

[0070] In the step (S300) of analyzing the causal relationship between the package shape and consumers' purchasing decisions, the analysis unit (300) can compare the overall average pupil size with the average pupil size when fixation occurs and the average pupil size when saccade occurs.

[0071] The analysis unit (300) can compare the cognitive information of consumers classified in the classification unit (200) using a T-test.

[0072] The analysis unit (300) can analyze that if the average value of the pupil size when fixating on the packaging shape of a sunscreen product with a specific color differs significantly from when not looking at it, the packaging shape of the sunscreen product with that specific color is of the most interest to consumers.

[0073] The analysis unit (300) can analyze that if there is no difference in the average pupil size when not looking at the packaging shape of a sunscreen product of a specific color or when saccading when looking at it, consumers are interested in the packaging shape of a sunscreen product of a specific color only when their gaze is fixed.

[0074] The analysis unit (300) can analyze the significant difference in the packaging shape of a sunscreen product with a specific color between men and women by utilizing consumers' perception information regarding the packaging shape of a sunscreen product with a specific color.

[0075] Ultimately, the analysis unit (300) can derive a causal relationship between a specific color product and a consumer's purchase intention through a statistically significant difference in consumers' perception information regarding a sunscreen product with a specific color.

[0077] Referring again to FIG. 1 and FIG. 2, as an embodiment of the present invention, the cognitive information of consumers generated in the generating unit (100) of the step (S100) of generating cognitive information of consumers may be characterized as being cognitive information of consumers generated by an electroencephalogram (EEG) measurement method, which measures electrical signals to determine whether there is a statistically significant difference in the activation of consumers' brainwaves for each color or shape of the packaging shape when consumers see the packaging shape, among neurological measurement methods.

[0078] As an embodiment of the present invention, in the step (S100) of generating cognitive information of consumers, the brainwave measurement method among the neurological measurement methods may be characterized by measuring brainwave activation through brainwave bands and brain active areas when consumers view the packaging shape.

[0079] Brainwave bands may refer to theta (4–8 Hz), alpha (8–13 Hz), beta (13–30 Hz), or gamma (30 Hz or higher) bands. Brain active areas may refer to the prefrontal cortex, frontal lobe, parietal lobe, temporal lobe, or occipital lobe.

[0080] As an embodiment of the present invention, the brainwave measurement method may be characterized by measuring which area has a correlation coefficient greater than a preset correlation coefficient value, which indicates the correlation between brain active areas of a brainwave band when consumers view the packaging shape. The correlation between brain active areas of a brainwave band can be measured using electrical signals.

[0081] The correlation coefficient (r), which indicates the correlation between brain active regions of brainwave bands, is It can have a range. The correlation coefficient (r), which represents the correlation between brain activity regions of brainwave bands, indicates that the closer the value is to 1, the stronger the correlation. This may mean that there is a statistically significant difference in brainwave activation compared to the existing one.

[0082] For example, the correlation coefficient (r) representing the correlation between brain active regions of a pre-set brainwave band may be 0.9. However, it is not limited to this value, and the correlation coefficient (r) may be a value pre-set to various values.

[0083] A method for measuring brain waves as an embodiment of the present invention is described by way of example with reference to FIGS. 4, 9, and 10.

[0084] FIG. 4 illustrates an example in which a classification unit (200) of an analysis system (1000) classifies packaging shapes formed of the same color and various shapes as an embodiment of the present invention. The packaging shapes may be packaging shapes of sunscreen products.

[0085] FIG. 9 schematically illustrates an example of a brainwave measurement method among neurological measurement methods as an embodiment of the present invention.

[0086] FIG. 10 specifically illustrates the brainwave activation measurements of consumers for a spray-shaped sunscreen packaging product (23) as an example of a brainwave measurement method among neurological measurement methods as an embodiment of the present invention.

[0087] For example, referring again to FIG. 4, in the step (S200) of classifying consumers' perception information regarding packaging shapes by same color or same shape, the classification unit (200) of the analysis system (1000) can classify consumers' perception information regarding packaging shapes generated by the generation unit (100) into packaging shapes of sunscreen products formed in various shapes [tube shape (21), stick shape (22), spray shape (23) or pump shape (24)] for a specific color (black) (11).

[0088] Referring to FIG. 9, the analysis unit (300) of the analysis system (1000) can utilize the cognitive information of consumers generated by the generation unit (100) and classified by the classification unit (200) to identify the correlation coefficients representing the correlation between active areas of brainwave bands, and analyze the difference in brainwave activation by measuring the areas with a high correlation between active areas of each brainwave band through comparison with a pre-set correlation coefficient. The degree of correlation of active areas of each brainwave band can be derived from electrical information.

[0089] Referring to FIG. 10, the consumers' cognitive information generated in the generating unit (100) of the step (S100) of generating consumers' cognitive information may include a correlation coefficient representing the correlation between the active areas of the consumers' brainwave bands regarding the spray-shaped sunscreen packaging product (23).

[0090] In the step (S300) of analyzing the causal relationship between the packaging shape and consumers' purchasing decisions, the analysis unit (300) of the analysis system (1000) can derive brain active areas of brainwave bands that show a very high correlation by comparing cognitive information, including correlation coefficients representing the correlation between active areas of consumers' brainwave bands generated by the generation unit (100), with a pre-set correlation coefficient. FIG. 10 shows the correlation coefficients representing the correlation between active areas of consumers' brainwave bands for a spray-shaped sunscreen packaging product (23), and as indicated in FIG. 10, a very high correlation can be shown in a total of three pairs of areas. That is, the brainwave activation of consumers regarding the packaging shape may mean that there are many areas that show a very high correlation according to the correlation between active areas of brainwave bands.

[0091] The pre-set correlation coefficient may be 0.9. However, it is not limited to this, and It can be a specific pre-set correlation coefficient.

[0092] In the step (S300) of analyzing the causal relationship between the packaging shape and consumers' purchasing decisions, the analysis unit (300) of the analysis system (1000) utilizes the consumers' cognitive information generated by the generation unit (100) to identify that there is a significant difference in consumers' brainwave activation for a sunscreen product with a specific shape, and then derives the causal relationship between the product with a specific shape and the consumers' purchasing intention.

[0094] FIG. 11 illustrates an example of an fMRI measurement method among neurological measurement methods as an embodiment of the present invention.

[0095] Referring to FIG. 11, as an embodiment of the present invention, the cognitive information of consumers generated in the generating unit (100) of the step (S100) of generating cognitive information of consumers may be characterized as being cognitive information of consumers generated by an fMRI measurement method, which is a neurological measurement method in which the brain activation area when a consumer perceives an image of a packaging shape relative to a control image that serves as a standard for the experiment is measured by fMRI.

[0096] The fMRI measurement method can measure changes in oxygen levels in specific parts of the brain in response to specific stimuli by measuring the point at which more oxygenated blood is supplied to the corresponding part of the brain when brain activity increases.

[0097] As an embodiment of the present invention, the fMRI measurement method can measure the degree of brain activation in a specific region by measuring the oxygen concentration of the brain using a BOLD signal.

[0098] BOLD (Blood Oxygen Level Dependent) can be a signal measuring changes in blood oxygen concentration related to neural activity occurring in specific regions of the brain.

[0099] For example, increased neural activity leads to a higher demand for oxygen and glucose, which are energy sources, in specific parts of the brain. To compensate for this, blood containing more oxygen may be supplied to those areas. In this process, changes in the oxygen concentration of the blood affect its magnetic properties, and these differences can be measured as signals. In other words, in brain regions with high neural activity, the BOLD signal may become stronger due to an increase in blood with a high oxygen concentration.

[0100] fMRI measurement methods can be non-invasive, have high spatial resolution, and clearly show the degree of activation by packaging color.

[0101] In one embodiment of the present invention, in the step (S300) of analyzing the causal relationship between the package shape and consumers' purchase decision, the analysis unit (300) of the analysis system (1000) can identify the case in which the consumers' neurological changes are most significant by comparing the cognitive information of consumers classified by a classification method set in the classification unit (200) using a T-test.

[0102] In fMRI measurement methods, the T-test method can determine the degree of brain activation by comparing it with a control image at a significance level of 0.05. A significance level of 0.05 means that the probability of the T-test analysis result occurring by chance is limited to 5%.

[0103] In the step (S300) of analyzing the causal relationship between the packaging shape and consumers' purchasing decisions, the analysis unit (300) of the analysis system (1000) can derive a causal relationship between a product with a specific color and consumers' purchasing intention by utilizing the fact that there is a significant difference in brain activation between the consumers' cognitive information generated by the fMRI measurement method in the generation unit (100).

[0105] As an embodiment of the present invention, a system for analyzing the causal relationship between packaging shapes and consumers' purchase decisions using a neurological measurement method (1000) comprises: a generating unit (100) that generates consumers' cognitive information reflecting the consumers' neurological changes regarding the packaging shapes by measuring consumers' reactions to packaging shapes formed in various colors and various shapes using a neurological measurement method; a classification unit (200) that classifies the consumers' cognitive information regarding the packaging shapes by the same color or same shape; and an analysis unit (300) that compares the consumers' cognitive information classified by the classification unit (200) to identify the case where the consumers' neurological changes are most significant, and then analyzes the causal relationship between the packaging shapes and consumers' purchase decisions.

[0106] Referring again to FIG. 2, as an embodiment of the present invention, the cognitive information of consumers generated in the generation unit (100) of the analysis system (1000) may be characterized as being cognitive information of consumers generated by an electroencephalogram (EEG) measurement method, which measures electrical signals to determine whether there is a statistically significant difference in the activation of consumers' brainwaves for each color or shape of the packaging shape when consumers see the packaging shape, among neurological measurement methods.

[0107] As an embodiment of the present invention, among neurological measurement methods, the brainwave measurement method may be characterized by measuring brainwave activation through brainwave bands and brain active areas when consumers view the packaging shape.

[0108] Brainwave bands may refer to theta (4–8 Hz), alpha (8–13 Hz), beta (13–30 Hz), or gamma (30 Hz or higher) bands. Brain active areas may refer to the prefrontal cortex, frontal lobe, parietal lobe, temporal lobe, or occipital lobe.

[0109] As an embodiment of the present invention, the brainwave measurement method may be characterized by measuring which area has a correlation coefficient greater than a preset correlation coefficient value, which indicates the correlation between brain active areas of a brainwave band when consumers view the packaging shape. The correlation between brain active areas of a brainwave band can be measured using electrical signals.

[0110] The correlation coefficient (r), which indicates the correlation between brain active regions of brainwave bands, is It can have a range. The correlation coefficient (r), which represents the correlation between brain activity regions of brainwave bands, indicates that the closer the value is to 1, the stronger the correlation. This may mean that there is a statistically significant difference in brainwave activation compared to the existing one.

[0111] For example, the correlation coefficient (r) representing the correlation between brain active regions of a pre-set brainwave band may be 0.9. However, it is not limited to this value, and the correlation coefficient (r) may be a value pre-set to various values.

[0113] A person skilled in the art can make various modifications and variations from the description above. For example, appropriate results can be achieved even if the described techniques are performed in a different order than described, and / or the components such as the described structures and devices are combined or assembled in a form different from described, or replaced or substituted by other components or equivalents.

[0114] Therefore, other implementations, other embodiments, and equivalents to the claims also fall within the scope of the claims set forth below. Explanation of the symbols

[0115] 100: Generation Unit 200: Classification Unit 300: Analysis unit 1000: Analysis device

Claims

Claim 1 A method for analyzing the causal relationship between packaging forms and consumers' purchase decisions, performed by a system comprising a generation unit, a classification unit, and an analysis unit, wherein, in the generation unit, consumers' reactions to packaging forms formed in various colors and various shapes are generated as cognitive information of consumers reflecting neurological changes using a neurological measurement method; and in the classification unit, the cognitive information of consumers regarding the packaging forms is classified by packaging forms of different shapes with the same color or by packaging forms of different colors with the same shape, or by specific parts of a single packaging form.The method includes the step of, in the analysis unit, comparing the average values ​​calculated from the cognitive information of the consumers classified by the classification unit using a T-Test to determine whether the difference between the average values ​​is statistically significant, determining the case in which the neurological changes of the consumers are most significant based on the test results, and then analyzing the causal relationship between the packaging form and the consumers' purchase decision based on the determination results; the neurological measurement method includes an eye-tracking method for tracking the gaze of consumers and an electroencephalogram (EEG) measurement method for collecting the consumers' brainwave signals; the eye-tracking method generates cognitive information by converting data such as dwell time, pupil size, fixation count, average fixation duration, and gaze frequency; the EEG measurement method generates cognitive information by converting data such as the brainwave bands of brain active areas and the correlation between brain active areas; and the correlation between brain active areas includes alpha waves measured in the prefrontal cortex, frontal lobe, temporal lobe, parietal lobe, and occipital lobe, respectively. A method for analyzing the causal relationship between packaging form and consumers' purchase decision using a neurological measurement method, characterized by collecting beta, theta, and gamma brainwave signals, converting the correlation between brainwave signals measured in different brain regions into data, and generating cognitive information when the correlation coefficient of the said correlation is greater than a preset value. Claim 2 delete Claim 3 delete Claim 4 delete Claim 5 delete Claim 6 delete Claim 7 delete Claim 8 A method for analyzing the causal relationship between a packaging shape and consumers' purchase decision using a neurological measurement method, wherein, in the step of generating the consumers' cognitive information, the consumers' cognitive information generated in the generating unit is the consumers' cognitive information generated by an fMRI measurement method, which is a neurological measurement method in which the brain activation area when a consumer perceives an image of a packaging shape relative to a control image serving as a standard for the experiment is measured by fMRI. Claim 9 In claim 8, the above fMRI measurement method is a method for analyzing the causal relationship between packaging shape and consumers' purchase decision using a neurological measurement method characterized by measuring the oxygen concentration of the brain with a BOLD signal to measure the degree of brain activation in a specific region. Claim 10 A generating unit that generates consumers' cognitive information reflecting neurological changes by using a neurological measurement method to consumers' reactions to packaging forms formed in various colors and shapes; a classification unit that classifies the consumers' cognitive information regarding the packaging forms by packaging forms of different shapes with the same color or by packaging forms of different colors with the same shape, or by specific parts of any one packaging form; and an analysis unit that tests whether the difference between the average values ​​is statistically significant by comparing the average values ​​calculated from the cognitive information of the consumers classified by the classification unit through a T-Test, determines the case in which the neurological changes of the consumers are most significant based on the test results, and analyzes the causal relationship between the packaging form and the consumers' purchase decision based on the determination results; wherein the neurological measurement method includes an eye-tracking method for tracking the gaze of consumers and an electroencephalogram (EEG) measurement method for collecting the consumers' brainwave signals, wherein the eye-tracking method generates cognitive information by converting data such as dwell time, pupil size, fixation count, average fixation duration, and gaze frequency, and wherein the EEG measurement method generates cognitive information by converting data such as the brainwave bands of brain active areas and the correlation between brain active areas, and wherein the correlation between brain active areas includes alpha waves measured in the prefrontal cortex, frontal lobe, temporal lobe, parietal lobe, and occipital lobe, respectively A causal relationship analysis system between packaging form and consumers' purchase decision using a neurological measurement method, characterized by collecting beta, theta, and gamma brainwave signals, converting the correlation between brainwave signals measured in different brain regions into data, and generating data as cognitive information when the correlation coefficient of the said correlation is greater than a preset value.

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