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Summary
This study explores the impact of Gestalt psychology on consumer behavior in mobile food delivery marketing. By analyzing brainwave activity, the research demonstrates how organizing visual elements in a Gestalt format can influence purchase decisions. The findings reveal that products placed in a Gestalt format led to higher purchase rates and lower cognitive conflict compared to non-Gestalt formats.
The study also highlights the importance of complementary cross-selling products in enhancing the visual Gestalt effect. When main and cross-selling products are placed together in a Gestalt format, consumers experience a more positive emotional response and are more likely to make a purchase. These insights can help marketers optimize product placement interfaces to boost sales and improve user experience.
