The Relationship between Product and Consumer Preference for Agri-Food Product: “Red orange of Sicily” Case

The research takes place in the traditional studies about the “decision-making” consumer's typical products. There are many scientific contributions from different disciplines, including philosophy and psychology, which have dealt with aspects of buying behavior related to typical products. These products convey messages relating to the area of origin (in terms of culture and environment) and food security (including nutritional aspects). Recently, scientific contributions based on “neurological” investigative techniques have been developed on consumer behaviors. They have a relevant interest in the scientific community because they can be a valid instrument to understand the cognitive and emotional processes on “the preferences expressed”. This is a new theoretical approach known as “neuromarketing”. This paper aims to analyze the cognitive and emotional choises of the consumers regards to a typical product, the “Red orange of Sicily” PGI and its derivatives. The results could be used to support specific campaigns to enhance the typical product by using a targeted communication which highlights the emotional components of the buying process.