Fiche du document
- handle: 10670/1.yk22yl
- hal: hal-04445762
- doi: 10.1016/j.foodqual.2020.104007
Ce document est lié à :
info:eu-repo/semantics/altIdentifier/doi/10.1016/j.foodqual.2020.104007
info:eu-repo/semantics/OpenAccess
Mots-clés
FOP variation product package eye-tracking attention Paper type Short Communication M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics/M.M3 - Marketing and Advertising/M.M3.M31 - MarketingSujets proches
Concentration (Psychology)Citer ce document
Sophie Lacoste-Badie et al., « Small change, big change – Increasing attention with product package variations », HAL-SHS : droit et gestion, ID : 10.1016/j.foodqual.2020.104007
Métriques
Partage / Export
Résumé
The purpose of this paper is to investigate the influence of front-of-pack (FOP) variations on consumer attention. In a laboratory experiment using an eye-tracking method, the authors exposed 165 respondents to planograms containing target products displaying identical FOPs or FOPs with variations. Attention was measured by fixation duration and fixation counts, and eye movements were recorded at 250 Hz. The findings showed that FOP variations catch respondents’ attention. Visual saliency has often been defined as a physical property of an object (such as color, shape, motion). In the current study, we show the importance of also taking into account the interaction of one stimulus with other stimuli. To our knowledge, this is the first time that the effects of FOP variations have been investigated. On a managerial level, the current study offers a simple and low-priced solution to cut through the clutter and catch consumers’ attention, which is the first step to a product purchase.