Symmetry and Attention in a Retail Contex

Sophie Lacoste-Badie (), Arnaud Bigoin-Gagnan () and Olivier Droulers ()
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Sophie Lacoste-Badie: LUMEN - Lille University Management Lab - ULR 4999 - Université de Lille
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
Olivier Droulers: 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

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Abstract: This paper investigates the impact on visual attention of a symmetrical versus an asymmetrical arrangement on the front of pack (FOP) of FMCGs. The authors conducted a laboratory experiment using an eye-tracking method. Two FOPs were designed for each product category (orange juice, chocolate bars, pasta and biscuits). In one version the information items were arranged symmetrically around a vertical axis, and in another they were asymmetrically arranged. The findings show that symmetry influences viewers' attention, first by influencing the visual attention paid to the entire FOP and, second, by its impact on the capacity of specific FOP areas to capture and hold visual attention.

Keywords: Front of pack; symmetry; visual attention; eye tracking (search for similar items in EconPapers)
Date: 2020-01-16
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Published in 19th International Marketing Trends Congress, ESCP Europe Business School, Jan 2020, PARIS, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05494661

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