本研究以包裝設計的說服力為主題，提出說服力包裝設計模型（PPDM）對表面設計與情感的實驗條件。本研究使用2 x 2實驗設計來檢驗不同包裝設計的「表面設計訴求」（SDA）（常規、得獎）與「產品情感訴求」（PAA）（可信、情感）對說服力的影響。三十名健康受試者（男16例，女14例，年齡20-26，M = 22.83）參與研究。受試者觀察150種包裝設計樣本，以行為問項與腦電圖 EEG 生理實驗，探測觀者在觀看包裝後的大腦活動現象。在150種包裝設計樣本中，每個類別有30個：常規vs.可信、得獎vs.可信、常規vs.情感、得獎vs.情感，以及文字訴求（對照組）。研究目標包括：（a）定義有說服力的包裝設計，並提出用於包裝設計的說服模型；（b）通過市場調查探索和分析包裝設計趨勢的現有說服力訴求；以及（c）以腦電圖EEG實驗探測「表面設計訴求」與「產品情感訴求」對包裝說服力的影響。研究結果如下：

(1)基於文獻探討，本研究提出服力包裝設計模型（PPDM）的創意、吸引力、溝通、良好產品品質對「表面設計訴求」（SDA）與「產品情感訴求」（PAA）的包裝說服力。
(2)藉由市場食品包裝的現況調查，共收集321個包裝樣品發現「常規」包裝的表面設計訴求為主流（73.52％），「可信」包裝的產品情感訴求為次多（66.04％）。「其它」包裝為少見（9.03％）。在四種實驗條件下，「常規vs.可信」的組合數量為最多數（56.07％）。
(3)經腦波實驗ERSP分析結果顯示不同「表面設計訴求」（SDA）與「產品情感訴求」（PAA）的包裝設計的創意、吸引力、溝通、良好產品品質，和說服力方面在不同腦區引起與語言、感知、認知、理解、記憶、情緒相關的大腦頻譜活化。

a.經ERSP腦波實驗後結果顯示左額葉（BA46）、右額葉（BA10）、左右頂葉（BA40）、左右枕葉（BA19）、右顳葉（BA42）、邊緣系統會誘發大腦語言與感知相關的腦功能。
b.經ERSP腦波實驗後結果顯示，左額葉（BA46）、右額葉（BA10）、左右頂葉（BA40）、左右枕葉（BA19）、右顳葉（BA42）會誘發大腦認知相關的腦功能。
c.經ERSP腦波實驗後結果顯示，左額葉（BA46）、右額葉（BA10）、左右頂葉（BA40）、左枕葉（BA19）、右顳葉（BA42）、邊緣系統會誘發大腦記憶相關的腦功能。
d.經ERSP腦波實驗後結果顯示，左額葉（BA46）、右額葉（BA10）、右頂葉（BA40）、左枕葉（BA19）、右顳葉（BA42）、邊緣系統邊緣系統會誘發大腦情緒相關的腦功能。

通過本研究，其結果可以為市場提供新見解，使市場經理人和設計師從該腦神經研究和說服力包裝設計的研究結果受益。此外，可以為營銷策略做出貢獻，以創造更具說服力的食品包裝設計來增加產品銷售業績。

This present study investigates the influence of packaging design persuasion, proposing the Persuasive Packaging Design Model (PPDM) on the surface design and affective experimental conditions of packaging design. The study used a 2 x 2 experimental design to examine different surface design appeal (SDA) (conventional and award-winning) and product affective appeal (PAA) (credible and emotional) on the effect of persuasion on packaging design. Thirty healthy participants (16 males and 14 females, age 20-26, M = 22.83) took part in the study. Behavioral questions were combined with EEG experiment to record brain activation while participants viewed 150 packaging design stimuli. Within the 150 packaging design stimuli, there were 30 items per category: conventional vs. credible, award-winning vs. credible, conventional vs. emotional, award-winning vs. emotional, and word appeal (control group). The research objectives included: (a) to define persuasive packaging design and propose a persuasion model for packaging design, (b) to explore and analyze existing persuasive appeal on packaging design trends via a market survey, and (c) to conduct EEG experiments on the independent variables “surface design appeal” and “product affective appeal” on packaging design and analyze how it affects packaging persuasion. The research results are as following:

(1)Based on literature review, the study proposed the Persuasive Packaging Design Model (PPDM) on surface design appeal (SDA) and product affective appeal (PAA) regarding aspects of creativity, attractiveness, communication, and good product quality on packaging design persuasion.
(2)Market survey from a total of 321 packaging samples collected from the food categories of local supermarkets in Taiwan found that conventional packaging design accounted for the most (73.52%) within SDA. Credible packaging design accounted for the most (66.04%) within PAA. Other packaging design accounted with the least (9.03%). Within the four experimental conditions, “conventional vs. credible” had the highest combination with 56.07%.
(3)Brainwave EEG results showed that packaging design with different SDA and PAA induced brain activations related to language-related brain functions, perception, expectation & attention-related brain functions, cognition, understanding & association-related brain functions, memory-related brain functions, and emotion-related brain functions on creativity, attractiveness, communication, good product quality, and persuasion.

a.Analysis of event-related spectral perturbation (ERSP) indicated brain activations for language-related and perception, expectation and attention-related brain functions in the left frontal (BA46), the right frontal (BA10), the left and right parietal (BA40), the left and right occipital (BA19), the right temporal (BA42), and the limbic system.
b.Analysis of ERSP indicated brain activations for cognition, understanding and association-related brain functions in the left frontal (BA46), the right frontal (BA10), the left and right parietal (BA40), the left and right occipital (BA19), and the right temporal (BA42).
c.Analysis of ERSP indicated brain activations for memory-related brain functions in the left frontal (BA46), the right frontal (BA10), the left and right parietal (BA40), the left occipital (BA19), the right temporal (BA42), and the limbic system.
d.Analysis of ERSP indicated brain activations for emotion-related brain functions in the left frontal (BA46), the right frontal (BA10), the right parietal (BA40), the left occipital (BA19), the right temporal (BA42), and limbic system.

Through this present study, findings can provide important new market insights for persuasion research that can benefit marketing managers and designers from this neuro study and research findings on persuasive packaging design. In addition, this study can also contribute to persuasive packaging design and marketing strategy in order to create more persuasive food packaging design.

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