Visual influence on in-store buying decisions: an eye-track experiment on the visual influence of packaging design

Clement, Jesper

doi:10.1362/026725707x250395

Cited by 263 publications

(204 citation statements)

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“…This concept rests on the idea that the consumer choice process is strongly influenced by visual search of information. Extensive research (e.g., Clement, 2007;Pieters & Warlop, 1999) shows that this is indeed the case. Thus, since the consumer choice process relies heavily on visual input, it can be investigated by examining customers' visual attention, defined as the processes involved when visual information is filtered and selected, so that it can be processed more deeply and reach awareness (Pare & Dorris, 2011).…”

Section: Introductionmentioning

confidence: 93%

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: Introductionmentioning

confidence: 93%

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 efforts to understand point-of-purchase decisions, researchers have focused on the drivers (Chandon et al 2009;Janiszewski 1998;van der Lans, Pieters, andWedel 2008a, 2008b), strategies (Pieters and Warlop 1999), and stages (Clement 2007;Russo and Leclerc 1994;Russo and Rosen 1975) of the visual search process and have concluded that the ability of a brand to capture and hold consumer attention can be a source of competitive advantage. In fact, using eye-tracking methodology, van der Lans et al (2008a) demonstrated that competitive advantage on the shelf is generated mostly by instore factors rather than out-of-store factors (e.g., search goals) with a ratio of 2 : 1.…”

Section: Laura Perrachio Served As Editor and James Bettman Served Asmentioning

confidence: 99%

Shining in the Center: Central Gaze Cascade Effect on Product Choice

Atalay¹,

Bodur²,

2012

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JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org. Consumers' tendency to choose the option in the center of an array and the process underlying this effect is explored. Findings from two eye-tracking studies suggest that brands in the horizontal center receive more visual attention. They are more likely to be chosen. Investigation of the attention process revealed an initial central fixation bias, a tendency to look first at the central option, and a central gaze cascade effect, progressively increasing attention focused on the central option right prior to decision. Only the central gaze cascade effect was related to choice. An offline study with tangible products demonstrated that the centrally located item within a product category is chosen more often, even when it is not placed in the center of the visual field. Despite widespread use, memory-based attention measures were not correlated with eye-tracking measures. They did not capture visual attention and were not related to choice. The University of Chicago Press

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“…Packaging design and label design are two potential elements that can influence the waste disposal of consumer electronics. The impacts of packaging and label design on purchase intention have been deeply investigated by marketing and design experts [14][15][16][17]. An individual must have either an emotional or a rational reason to buy a product (Stafford, 1993).…”

Section: Framework Of Design Strategiesmentioning

confidence: 99%

Design Strategies for Developing Sustainable Consumer Electronics

You¹,

Wang²,

Ma³

et al. 2016

JRST

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consumer electronics produce a huge amount of waste and harmful residuals every year. This study investigated how to avoid or reduce environmental pollution through the design of consumer electronic products. Through a literature review, analyses, discussions, and case studies, we defined design strategies for developing sustainable consumer electronics. First, material selection should be considered from the perspectives of users, usages, and use environment in accordance with environmental protection requirements. The application of recyclable and remanufacture-able materials is the inexorable trend. Second, electronic products should be designed with simply disassembled structures that employ as many recyclable functional components as possible. Third, the information on the packaging or labels of consumer electronic products should be designed with graphics that are as easy to understand as possible and within an appropriate amount. Moreover, ingenious design solutions that can motivate users positively and actively to alter their environmental protection behaviors are expected.

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Visual influence on in-store buying decisions: an eye-track experiment on the visual influence of packaging design

Cited by 263 publications

References 0 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

Shining in the Center: Central Gaze Cascade Effect on Product Choice

Design Strategies for Developing Sustainable Consumer Electronics

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