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- Wästlund, Erik, 1969-, et al.
(författare)
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Consumer Perception at Point of Purchase : Evaluating Proposed Package Designs in an Eye-tracking Lab
- 2010
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Ingår i: Journal of Business & Retail Management Research. - : Journal of Business & Retail Management Research. - 1751-8202 .- 2056-6271. ; 5:1, s. 41-50
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Tidskriftsartikel (refereegranskat)abstract
- In today’s retail environment, consumer products are increasingly competing for customers’ attention. Research has shown that 60–80% of purchasing decisions are influenced in-store. Thus, packaging that stands out from competitors gains a competitive advantage. This study investigates the use of eye-tracking as a method to evaluate and design packaging with better Point-of-Purchase qualities. An eye-tracking laboratory was used and shoppers were recruited for three rounds of experiments. In total, 128 participants were recruited in order to assess the potential of eye-tracking. Results show that, when taking some methodological constraints into account, eye-tracking complements traditional methodologies with further insights when investigating the Point-of-Purchase qualities of packaging.
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