As a result of studies, campbell's has recently changed its soup labels by shrinking the logo and emphasizing the soup to increase customers' emotional responses to the cans.

The answer is "Neuromarketing studies".

Neuromarketing is the formal investigation of the mind's reactions to promoting and marking, and the alteration of those messages in view of input to inspire far and away superior reactions. Analysts utilize advancements, for example, functional magnetic resonance imaging (fMRI) and electroencephalography (EEG)  to gauge particular kinds of mind action in light of promoting messages. With this data, organizations realize why buyers settle on the choices they do, and what parts of the brain are persuading them to do as such.