Visual influence on in-store buying decisions: an eye-track experiment on the visual influence of packaging design

Author: Clement, Jesper

Source: Journal of Marketing Management, Volume 23, Numbers 9-10, November 2007 , pp. 917-928(12)

Publisher: Routledge, part of the Taylor & Francis Group

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Abstract:

This article describes the impact of visual attention on consumers' in-store buying behaviour. Through an eye-track experiment, it demonstrates the advantage of a behaviour model that addresses visual attention and an increase in visual stimuli during the process. It reveals that consumers exhibit a muddled search strategy where packaging design influences the decision process in several phases. Five phases were found in an in-store decision process, and the post-purchase phase seems to be essential for even low-level in-store decision processes. Further knowledge on packaging design elements is needed for a broader understanding of visual influence during in-store purchase decisions.

Keywords: PACKAGING; DESIGN; VISUAL ATTENTION; IN-STORE BUYING BEHAVIOUR; EYE-TRACK

Document Type: Research article

DOI: http://dx.doi.org/10.1362/026725707X250395

Publication date: 2007-11-01

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