Decisive visual saliency and consumers׳ in-store decisions

Clement, Jesper; Aastrup, Jesper; Forsberg, Signe Charlotte

doi:10.1016/j.jretconser.2014.09.002

Cited by 55 publications

(53 citation statements)

References 24 publications

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“…Visual attention was measured by means of eye tracking, which is a method less influenced by response bias than various selfreport measures (Otterbring, W€ astlund, & Gustafsson, 2016;Shams, 2013) that has recently started to be used in retail research and food science (Behe, Bae, Huddleston, & Sage, 2015;Clement, Aastrup, & Forsberg, 2015;Greenacre, Martin, Patrick, & Jaeger, 2016;Guyader, Ottosson, & Witell, 2017). Eye movements were recorded with a binocular eye-tracker (Tobii X120) with 0.5 accuracy and 120 Hz sampling frequency.…”

Section: Eye-tracking Apparatus and Measurements In The Labmentioning

confidence: 99%

Unsold is unseen … or is it? Examining the role of peripheral vision in the consumer choice process using eye-tracking methodology

2018

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a b s t r a c tIn visual marketing, the truism that "unseen is unsold" means that products that are not noticed will not be sold. This truism rests on the idea that the consumer choice process is heavily influenced by visual search. However, given that the majority of available products are not seen by consumers, this article examines the role of peripheral vision in guiding attention during the consumer choice process. In two eye-tracking studies, one conducted in a lab facility and the other conducted in a supermarket, the authors investigate the role and limitations of peripheral vision. The results show that peripheral vision is used to direct visual attention when discriminating between target and non-target objects in an eyetracking laboratory. Target and non-target similarity, as well as visual saliency of non-targets, constitute the boundary conditions for this effect, which generalizes from instruction-based laboratory tasks to preference-based choice tasks in a real supermarket setting. Thus, peripheral vision helps customers to devote a larger share of attention to relevant products during the consumer choice process. Taken together, the results show how the creation of consideration set (sets of possible choice options) relies on both goal-directed attention and peripheral vision. These results could explain how visually similar packaging positively influences market leaders, while making novel brands almost invisible on supermarket shelves. The findings show that even though unsold products might be unseen, in the sense that they have not been directly observed, they might still have been evaluated and excluded by means of peripheral vision. This article is based on controlled lab experiments as well as a field study conducted in a complex retail environment. Thus, the findings are valid both under controlled and ecologically valid conditions.

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Section: Eye-tracking Apparatus and Measurements In The Labmentioning

confidence: 99%

Unsold is unseen … or is it? Examining the role of peripheral vision in the consumer choice process using eye-tracking methodology

2018

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“…In online shopping, buyers' decisions are affected by their visual attention, especially when they are confronted with an overload of available information (Clement et al, 2015). The majority of the existing studies focus on types of dissimilarity, such as color, shape, luminance and animating.…”

Section: Visual Complexity Contrastmentioning

confidence: 99%

Complexity or simplicity? Designing product pictures for advertising in online marketplaces

Vassileva

Zhao

et al. 2016

Journal of Retailing and Consumer Services

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a b s t r a c tIn online marketplaces, many sellers highlight product and service information directly within product pictures for advertising purposes. Such a strategy increases the visual complexity of the picture and provides more information to support buyers' judgment. However, when other sellers adopt the same method, a given picture will not be conspicuous enough to be noticed. To address this issue, the concept of complexity contrast is introduced. No prior attention has been paid in literature to the interplay between visual complexity and complexity contrast. This research proposes a theoretical model to explain the influences of visual complexity and complexity contrast on buyers' pleasantness in shopping, while perceptual and conceptual fluency act as mediators. Results from a lab experiment suggest an entangled effect of complexity contrast and visual complexity, indicating that buyers are influenced more by the conspicuousness of a product picture, rather than the information conveyed by a product picture when it is visually overwhelming.

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“…In both cases, the facial features are calculated by an object recognition engine. [5] investigates how the visual prominence over the products in a store affects customer decisions. Frontal cameras are located on or near Fig.…”

Section: Related Workmentioning

confidence: 99%

Audience measurement using a top-view camera and oriented trajectories

Lopez-Palma

Gago

Corbalan

et al. 2019

IECON 2019 - 45th Annual Conference of the IEEE Industrial Electronics Society

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A crucial aspect for selecting optimal areas for commercial advertising is the probability with which that publicity will be seen. This paper presents a method based on topview camera measurement, where the probability of viewing is estimated according to the trajectories and movements of the head of the passerby individuals in the area of interest. Using a camera with a depth sensor, the head of the people in the range of view can be detected and modelled. That method allows to determine the orientation of the head which is used to estimate the direction of vision. A tracking by detection algorithm is used to compute the trajectory of each user. The attention given at each advertising spot is estimated based on the trajectories and head orientations of the individuals in the area of interest.

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Decisive visual saliency and consumers׳ in-store decisions

Cited by 55 publications

References 24 publications

Unsold is unseen … or is it? Examining the role of peripheral vision in the consumer choice process using eye-tracking methodology

Unsold is unseen … or is it? Examining the role of peripheral vision in the consumer choice process using eye-tracking methodology

Complexity or simplicity? Designing product pictures for advertising in online marketplaces

Audience measurement using a top-view camera and oriented trajectories

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