Influence of product package symmetry on visual attention

Arnaud Bigoin-Gagnan () and Sophie Lacoste-Badie ()
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Arnaud Bigoin-Gagnan: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique, ARGUMans - Laboratoire de recherche en gestion Le Mans Université - UM - Le Mans Université
Sophie Lacoste-Badie: LUMEN - Lille University Management Lab - ULR 4999 - Université de Lille

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Abstract: Many studies in psychology and neurosciences have demonstrated the role of symmetry on attentional processes. By using an eye-tracking methodology, the aim of this study is to examine the influence on visual attention of the symmetric arrangement of information items displayed on the front of packs of fast-moving consumer goods. The results highlight two main contributions: first, that symmetry influences visual attention paid to the entire packaging and second, that it influences the effectiveness of some specific areas of the packaging to capture and hold visual attention. Theoretical and managerial contributions are discussed and the limits of this research are exposed.

Keywords: Product package Track: Consumer Behavior; Symmetry; Symmetry Eye-tracking Product package Track: Consumer Behavior; Consumer behavior; Product package; Eye-tracking (search for similar items in EconPapers)
Date: 2018-05-29
Note: View the original document on HAL open archive server: https://hal.science/hal-05494623v1
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Published in 47th Annual EMAC Conference, The European Marketing Academy (EMAC); University of Strathclyde, May 2018, GLASGOW United Kingdom, United Kingdom

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