What is it about?
This is a pioneering eye-track study, revealing significant different patterns of eye-movements during the search in an ordinary supermarket. Portable equipment was used on real shoppers searching for daily products in a real supermarket.
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Why is it important?
This study demonstrates the benefits of a behaviour model, that embed visual attention and human’s search processes for a better understanding of in-store purchase decisions. The study reveals five phases in an in-store decision process, where the post-purchase phase seems to be critical for especially low-level and repeated decisions
Perspectives
The experiment underlines the need for a better understanding of visual attention, and marketing theory can benefit from further knowledge about visual attention. Especially how visual attention influence daily in-store buying decision processes.
Mr Jesper Clement
Copenhagen Business School
Read the Original
This page is a summary of: Visual influence on in-store buying decisions: an eye-track experiment on the visual influence of packaging design, Journal of Marketing Management, November 2007, Taylor & Francis,
DOI: 10.1362/026725707x250395.
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