Understanding Consumers' In-store Visual Perception

The Influence of Package Design Features on Visual Attention

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

It is widely accepted that the human brain has limited capacity for perceptual stimuli and consumers'' visual attention, when searching for a particular product or brand in a grocery store, should then be limited by the boundaries of their own perceptual capacity. In this exploratory study, we examine the relationship between abundant in-store stimuli and limited human perceptual capacity. Specifically, we test the influence of package design features on visual attention. Data was collected through two eye-tracking experiments, one in a grocery store using wireless eye-tracking equipment, and another in a lab setting. Findings show that consumers have fragmented visual attention during grocery shopping, and that their visual attention is simultaneously influenced and disrupted by the shelf display. Physical design features such as shape and contrast dominate the initial phase of searching. Time pressure and familiarity with the grocery store are studied and discussed.
Original languageEnglish
JournalJournal of Retailing and Consumer Services
Volume20
Issue number2
Pages (from-to)234-239
ISSN0969-6989
DOIs
Publication statusPublished - Mar 2013

Cite this

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title = "Understanding Consumers' In-store Visual Perception: The Influence of Package Design Features on Visual Attention",
abstract = "It is widely accepted that the human brain has limited capacity for perceptual stimuli and consumers'' visual attention, when searching for a particular product or brand in a grocery store, should then be limited by the boundaries of their own perceptual capacity. In this exploratory study, we examine the relationship between abundant in-store stimuli and limited human perceptual capacity. Specifically, we test the influence of package design features on visual attention. Data was collected through two eye-tracking experiments, one in a grocery store using wireless eye-tracking equipment, and another in a lab setting. Findings show that consumers have fragmented visual attention during grocery shopping, and that their visual attention is simultaneously influenced and disrupted by the shelf display. Physical design features such as shape and contrast dominate the initial phase of searching. Time pressure and familiarity with the grocery store are studied and discussed.",
keywords = "Decision making, Visual attention, Eye-tracking, Design features, In-store",
author = "Jesper Clement and Tore Kristensen and Kjell Gr{\o}nhaug",
year = "2013",
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language = "English",
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pages = "234--239",
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}

Understanding Consumers' In-store Visual Perception : The Influence of Package Design Features on Visual Attention . / Clement, Jesper; Kristensen, Tore; Grønhaug, Kjell.

In: Journal of Retailing and Consumer Services, Vol. 20, No. 2, 03.2013, p. 234-239.

Research output: Contribution to journalJournal articleResearchpeer-review

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T1 - Understanding Consumers' In-store Visual Perception

T2 - The Influence of Package Design Features on Visual Attention

AU - Clement, Jesper

AU - Kristensen, Tore

AU - Grønhaug, Kjell

PY - 2013/3

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AB - It is widely accepted that the human brain has limited capacity for perceptual stimuli and consumers'' visual attention, when searching for a particular product or brand in a grocery store, should then be limited by the boundaries of their own perceptual capacity. In this exploratory study, we examine the relationship between abundant in-store stimuli and limited human perceptual capacity. Specifically, we test the influence of package design features on visual attention. Data was collected through two eye-tracking experiments, one in a grocery store using wireless eye-tracking equipment, and another in a lab setting. Findings show that consumers have fragmented visual attention during grocery shopping, and that their visual attention is simultaneously influenced and disrupted by the shelf display. Physical design features such as shape and contrast dominate the initial phase of searching. Time pressure and familiarity with the grocery store are studied and discussed.

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KW - Visual attention

KW - Eye-tracking

KW - Design features

KW - In-store

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