Consumer Perception at Point of Purchase: Evaluating Proposed Package Designs in an Eye-tracking Lab

Wästlund, Erik,1969-Karlstads universitet,Avdelningen för psykologi,Centrum för HumanIT,Centrum för tjänsteforskning,CTF-Service research center, Karlstad University, Sweden (author)

Consumer Perception at Point of Purchase : Evaluating Proposed Package Designs in an Eye-tracking Lab

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.

Shams, Poja,1980-Karlstads universitet,Avdelningen för företagsekonomi,Centrum för tjänsteforskning,CTF-Service research center, Karlstad University, Sweden(Swepub:kau)pojasham (author)
Löfgren, Martin,1975-Karlstads universitet,Avdelningen för företagsekonomi,Centrum för tjänsteforskning,CTF-Service research center, Karlstad University, Sweden(Swepub:kau)martlofg (author)
Witell, Lars,1972-Karlstads universitet,Centrum för tjänsteforskning,Handelshögskolan (from 2013),CTF-Service research center, Karlstad University, Sweden(Swepub:liu)larni66 (author)
Gustafsson, Anders,1964-Karlstads universitet,Centrum för tjänsteforskning,Avdelningen för företagsekonomi,CTF-Service research center, Karlstad University, Sweden(Swepub:kau)andersgu (author)
Karlstads universitetAvdelningen för psykologi (creator_code:org_t)

In:Journal of Business & Retail Management Research: Journal of Business & Retail Management Research5:1, s. 41-501751-82022056-6271

By the author/editor: Wästlund, Erik, ...; Shams, Poja, 198 ...; Löfgren, Martin, ...; Witell, Lars, 19 ...; Gustafsson, Ande ...

About the subject

SOCIAL SCIENCES: SOCIAL SCIENCES; and Economics and Bu ...; and Business Adminis ...

Kungliga biblioteket hanterar dina personuppgifter i enlighet med EU:s dataskyddsförordning (2018), GDPR. Läs mer om hur det funkar här.
Så här hanterar KB dina uppgifter vid användning av denna tjänst.