Vision (im)possible? The effects of in-store signage on customers’ visual attention

Tobias Otterbring, Wästlund, Erik, Anders Gustafsson and Poja Shams

Journal of Retailing and Consumer Services, 2014, vol. 21, issue 5, 676-684

Abstract: We used two eye-tracking field experiments to investigate the extent to which in-store signage is used during navigation and decision making, and how the viewing of signage influences customers’ visual attention and choice behavior. One hundred and seventy-five customers at a grocery store were exposed to signage stimuli while carrying out predefined shopping tasks. Experiment 1 shows that attention toward signage is affected by customers’ levels of store familiarity and in-store search stage (navigation vs. decision making). Experiment 2 demonstrates that signage has a considerable impact on the direction and magnitude of customers’ visual attention during decision making.

Keywords: In-store signage; Eye tracking; Visual attention; Store familiarity; Perceptual priming; Field experiment (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (17)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:21:y:2014:i:5:p:676-684

DOI: 10.1016/j.jretconser.2014.05.002

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