Interpretation of online consumer behaviour from the consumer neuroscience perspective - cross generational study

Krajina, Anida

doi:10.5817/cz.muni.m210-9110-2018

Cited by 2 publications

(4 citation statements)

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“…There are various benefits of utilizing the eye-tracking method in analyzing shelf management and packaging benefits of the product, but the ideal outcome occurs when these techniques are combined with an additional survey-based method (Leckner 2012). Recent studies have concluded that important insights can be gleaned by combining eye movements and a form of retrospective verbal reports (Helle 2017;Krajina 2019). Thus, the eye movements create an assumption about attention and preference (Karmarkar and Plassmann 2019;Krajina 2019), but it appears beneficial to combine eye tracking with other methods for deeper understanding (Krajina 2019).…”

Section: Methodsmentioning

confidence: 99%

“…Some research has explored the relationship between visual attention and choice, demonstrating a positive effect of visual attention measures on brand choice (Pieters and Warlop 1999). Attention further leads to recall and recognition (Krajina 2019). Moore and colleagues (2013) suggest that when a stimulus (ads, packaging, image, or color) generates sufficient attention to gain recall or recognition, moderate congruity offers the most favorable attitudes toward the stimulus.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…From the consumer behavior perspective, consumer attention represents the degree to which consumers focus on specific stimuli that are exposed. The reasons behind dedicating attention to objects in the visual span are deeply rooted in consumer values (Krajina 2019). Bialkova and van Trijp (2010) explain that a consumer's attention may be directed toward a stimulus because it is meaningful to the consumer's goals (goal-directed attention) or because the stimulus is highlighted as particularly salient within the visual field (stimulus-driven attention).…”

Section: Visual Attention In the Spotlightmentioning

confidence: 99%

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Can You See How it Smells? What Eye Tracking Can Tell us about the Shelf Management of Luxury Perfumes

Krajina¹,

Husić-Mehmedović

Koštrebić³

2021

South East European Journal of Economics and Business

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The purpose of this paper is to advance the theory and contribute to the practice of luxury perfumes’ shelf management by decoding the relationship between attention on the shelf, purchase decision-making, and brand recall. It employs an eye-tracking experiment to analyze attention spans and fixations, which is combined with a questionnaire to uncover recall and purchase intent. The research identifies attention patterns and the influence of attention on recall and purchase intention. It further reveals the main factors that influence attention on the shelf in the luxury perfume industry. This is a milestone for further elaboration on the benefits of the fashion mainstream for luxury perfumes and the debate regarding whether luxury perfumes should be treated similar to mainstream fashion or similar to any other product in basic shelf management rules. This study enables shelf managers and marketers to place the perfumes both on the shelf and in consumer minds to maintain a top-of-the-mind brand position. Managerial implications are significant and address perfume industry packaging as well as shelf positioning.

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Section: Methodsmentioning

confidence: 99%

Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Visual Attention In the Spotlightmentioning

confidence: 99%

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Can You See How it Smells? What Eye Tracking Can Tell us about the Shelf Management of Luxury Perfumes

Krajina¹,

Husić-Mehmedović

Koštrebić³

2021

South East European Journal of Economics and Business

Self Cite

View full text Add to dashboard Cite

show abstract

“…Yet, being too persuasive could reduce compliance and public trust [ 34 ]. A call to action has been suggested as a further means for changing people’s behavior [ 35 , 36 ]. Calls to action are used in marketing to tell or encourage prospects and website or social media users what to do with the information they have been presented with.…”

Section: Introductionmentioning

confidence: 99%

Assessing the Effect of Nonvisual Information Factors in Pandemic-Related Video Communication: Randomized Controlled Between-Subjects Experiment

Lungu¹,

Røislien²,

Berg³

et al. 2023

J Med Internet Res

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Background Videos have been an important medium for providing health and risk communication to the public during the COVID-19 pandemic. Public health officials, health care professionals, and policy makers have used videos to communicate pandemic-related content to large parts of the population. Evidence regarding the outcomes of such communication, along with their determinants, is however limited. Objective The aim of this study was to test the impact of nonvisual information factors of video communication on 4 outcomes: trust, comprehension, intentions, and behavior. Methods Twelve short health communication videos related to pandemics were produced and shown to a large sample of participants, applying a randomized controlled between-subjects design. Three factors were included in the creation of the videos: the topic (exponential growth, handwashing, and burden of pandemics on the health care system), the source (expert and nonexpert), and a call to action (present or absent). Participants were randomly assigned to 1 video intervention, and 1194 valid replies were collected. The data were analyzed using factorial ANOVA. Results The 3 pandemic-related topics did not affect trust, comprehension, intentions, or behavior. Trust was positively influenced by an expert source (2.5%), whereas a nonexpert source instead had a positive effect on the proxy for behavior (5.7%) compared with the expert source. The inclusion of a call to action had a positive effect on both trust (4.1%) and comprehension (15%). Conclusions Trust and comprehension in pandemic-related video communication can be enhanced by using expert sources and by including a call to action, irrespective of the topic being communicated. Intentions and behavior appear to be affected to a small extent by the 3 factors tested in this study. International Registered Report Identifier (IRRID) RR2-10.2196/34275

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Interpretation of online consumer behaviour from the consumer neuroscience perspective - cross generational study

Cited by 2 publications

References 0 publications

Can You See How it Smells? What Eye Tracking Can Tell us about the Shelf Management of Luxury Perfumes

Can You See How it Smells? What Eye Tracking Can Tell us about the Shelf Management of Luxury Perfumes

Assessing the Effect of Nonvisual Information Factors in Pandemic-Related Video Communication: Randomized Controlled Between-Subjects Experiment

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