What is it about?
This paper focuses on consumers' in-store visual tactics and decision-making. The objective for this paper is to investigate the visual saliency from two factors: 1) in-storesignage and 2) placement of products This was done by a triangulation method where we utilize data from an eye-track study and sales data from real grocery stores.
Featured Image
Why is it important?
It brings insights into how and which visual graphic element influence a purchase decision of daily commodities. Our findings reveal that placement of a private label and a national brand next to each other can increase the visual attention both on the private label as well as on the national brand.
Perspectives
This calls naturally for more research to be carried out. For instance it would be interesting to study more in-depth how variables such as special offers and new packaging designs influence consumers' choice and gaze time.
Mr Jesper Clement
Copenhagen Business School
Read the Original
This page is a summary of: Decisive visual saliency and consumers׳ in-store decisions, Journal of Retailing and Consumer Services, January 2015, Elsevier,
DOI: 10.1016/j.jretconser.2014.09.002.
You can read the full text:
Contributors
The following have contributed to this page
