 Understanding consumers' in-store visual perception: The influence of package design features on visual attentionJesper Clement, Tore Kristensen and Grønhaug, Kjell Journal of Retailing and Consumer Services, 2013, vol. 20, issue 2, 234-239 Abstract: It is widely accepted that the human brain has limited capacity for perceptual stimuli and consumers' visual attention, when searching for a particular product or brand in a grocery store, should then be limited by the boundaries of their own perceptual capacity. In this exploratory study, we examine the relationship between abundant in-store stimuli and limited human perceptual capacity. Specifically, we test the influence of package design features on visual attention. Data was collected through two eye-tracking experiments, one in a grocery store using wireless eye-tracking equipment, and another in a lab setting. Findings show that consumers have fragmented visual attention during grocery shopping, and that their visual attention is simultaneously influenced and disrupted by the shelf display. Physical design features such as shape and contrast dominate the initial phase of searching. Time pressure and familiarity with the grocery store are studied and discussed. Keywords: Decision making; Visual attention; Eye-tracking; Design features; In-store (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:20:y:2013:i:2:p:234-239 DOI: 10.1016/j.jretconser.2013.01.003 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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