As a result of studies, Frito-Lay discovered shiny potato chip bags invoked feelings of guilt. Therefore, it switched its packaging to matte bags and its potato chips sales grew.

Neuromarketing.

Explanation:

Like it's name implies, neuromarketing is the branch of marketing whose task is to study the costumers' cognitive responses to marketing stimuli. Like the exercise exemplifies: using neuromarketing, Frito-Lay discovered that shiny potato chip bags invoked feelings of guilt. Therefore, they switched its packaging to matte bags in order to make sales grow, which was the right call.

answer; an active listener;

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