An eye tracking based examination of visual attention during pairwise comparisons of a digital product’s package

Rafał Michalski () and Jerzy Grobelny

No WORMS/16/14, WORking papers in Management Science (WORMS) from Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology

Abstract: The paper presents results of the experimental investigation based on the eye tracking data regarding the pairwise comparisons of box package designs. Persons taking part in the study were asked to visually analyze and express their perceived purchase intentions towards various types of product packages. During the whole process subjects' visual activities were registered by an eye tracking system. The research explores two factors, where each is examined on two levels, namely: a box package with and without curved edges, and a package variant with and without a product image. The gathered oculographical data based on fixations were analyzed in defined areas of interests (AOIs). Finally, the obtained subjective subjects' preferences were compared and discussed with the objective eye tracking data.

Keywords: Eye tracking; Digital product presentation; Package design; Digital signage; AHP (search for similar items in EconPapers)
JEL-codes: D01 D03 D40 D81 D83 D87 D91 L15 L81 L82 L86 M31 M37 (search for similar items in EconPapers)
Pages: 12 pages
Date: 2016-12-17
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Citations: View citations in EconPapers (4)

Published in Michalski R., Grobelny J. (2016). An eye tracking based examination of visual attention during pairwise comparisons of a digital product’s package. [In:] M. Antona, C. Stephanidis (Ed.), Universal Access in Human-Computer Interaction. Methods, Techniques, and Best Practices, Part I, HCII 2016, LNCS 9737, Springer, pp. 430-441. http://dx.doi.org/10.1007/978-3-319-40250-5_41

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https://worms.pwr.edu.pl/RePEc/ahh/wpaper/WORMS_16_14.pdf Final version, 2016 (application/pdf)

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Persistent link: https://EconPapers.repec.org/RePEc:ahh:wpaper:worms1614

DOI: 10.1007/978-3-319-40250-5_41

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