scholarly journals Simple or complex? Consumer response to display signs

2020 ◽  
Vol 4 (2) ◽  
pp. 7-22 ◽  
Author(s):  
Melinda Knuth ◽  
Bridget K. Behe ◽  
Patricia T. Huddleston
Keyword(s):  
Visual Attention ◽  
Purchase Intention ◽  
Fixation Duration ◽  
Consumer Response ◽  
Eye Tracker ◽  
High Complexity ◽  
Total Fixation ◽  
Product Choices ◽  
Retail Signage ◽  
Student Subjects

Retail signage provides information from the marketer to facilitate product purchase. An increase in sign information creates greater sign complexity, which raises the question: for consumer product choices, what quantity of information is helpful versus overwhelming? We hypothesize that consumers would allocate more visual attention to complex signs and that sign complexity would be a predictor of likeliness to buy (LTB). Five experts rated 105 real garden center signs for complexity and five low, moderate, and highcomplexity signs were selected for the study. Signs were incorporated into Tobii X1 Light Eye Tracker software, where 85 non-student subjects rated sign attractiveness and LTB from a display containing that sign. Subjects allocated greater visual attention (higher fixation count and longer total fixation duration) to more complex signs, which were also rated as most attractive. Initial regression results showed sign attractiveness and fixation count were positive predictors of LTB, while complexity and total fixation duration were inversely related to LTB. Mediation analysis showed that fixation duration fully mediates fixation count impact on purchase intention. Results suggest that informationrich messaging in high complexity signs, while seen as attractive, may give consumers too much information and higher cognitive load, which makes decision-making more difficult.

scholarly journals Attention allocation on mobile app interfaces when human interacts with them

2021 ◽  
Author(s):  
Li Zhu ◽  
Gaochao Cui ◽  
Yan Li ◽  
Jianhai Zhang ◽  
Wanzeng Kong ◽  
...  
Keyword(s):  
Fixation Duration ◽  
Mobile Apps ◽  
Mobile App ◽  
Attention Allocation ◽  
Eye Tracker ◽  
Fixation Durations ◽  
Total Fixation ◽  
Significant Difference ◽  
Bottom Left ◽  
Left Region

AbstractWith the popularity of smartphones and the pervasion of mobile apps, people spend more and more time to interact with a diversity of apps on their smartphones, especially for young population. This raises a question: how people allocate attention to interfaces of apps during using them. To address this question, we, in this study, designed an experiment with two sessions (i.e., Session1: browsing original interfaces; Session 2: browsing interfaces after removal of colors and background) integrating with an eyetracking system. Attention fixation durations were recorded by an eye-tracker while participants browsed app interfaces. The whole screen of smartphone was divided into four even regions to explore fixation durations. The results revealed that participants gave significantly longer total fixation duration on the bottom left region compared to other regions in the session (1) Longer total fixation duration on the bottom was preserved, but there is no significant difference between left side and right side in the session2. Similar to the finding of total fixation duration, first fixation duration is also predominantly paid on the bottom area of the interface. Moreover, the skill in the use of mobile phone was quantified by assessing familiarity and accuracy of phone operation and was investigated in the association with the fixation durations. We found that first fixation duration of the bottom left region is significantly negatively correlated with the smartphone operation level in the session 1, but there is no significant correlation between them in the session (2) According to the results of ratio exploration, the ratio of the first fixation duration to the total fixation duration is not significantly different between areas of interest for both sessions. The findings of this study provide insights into the attention allocation during browsing app interfaces and are of implications on the design of app interfaces and advertisements as layout can be optimized according to the attention allocation to maximally deliver information.

scholarly journals Visual attention and sexual arousal in women with and without sexual dysfunction

2020 ◽  
Author(s):  
Julia Velten ◽  
Sonia Milani ◽  
Jürgen Margraf ◽  
Lori Anne Brotto
Keyword(s):  
Sexual Dysfunction ◽  
Visual Attention ◽  
Sexual Arousal ◽  
Sexual Functioning ◽  
Fixation Duration ◽  
Clinical Group ◽  
Heterosexual Couples ◽  
Sexual Stimuli ◽  
Genital Area ◽  
Total Fixation

Attending to sexual stimuli is an important means to facilitate sexual arousal and is thereby relevant for healthy sexual functioning. Studies suggest that sexual dysfunction is associated with less attention towards sexual stimuli. The goal of this study was to use an eye-tracking-based free-viewing paradigm to investigate whether women with sexual dysfunction visually attend to the genital area in dynamic sexual stimuli (i.e., erotic videos) differently than women with subclinical sexual function or those with normal sexual functioning. A total of 69 women (Mage = 27.77, SD = 8.00) with clinical (n = 30), subclinical (n = 23), and normal (n = 16) levels of sexual functioning watched four 1-min video clips depicting heterosexual couples engaging in vaginal intercourse or cunnilingus while the total fixation duration on the genital area as well as their subjective and genital sexual arousal were recorded. As hypothesized, the clinical group fixated on the genital area less than women with normal sexual functioning. A longer total fixation duration on the genital area was followed by increases in subjective arousal and genital arousal. The relationship between attention and arousal was not moderated by sexual functioning group. This study provides first evidence of the role of sustained visual attention for facilitating sexual arousal in women with and without sexual dysfunction.

Transmission of family identity and consumer response: do consumers recognize family firms?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
María José Ibáñez ◽  
Manuel Alonso Dos Santos ◽  
Orlando Llanos-Contreras
Keyword(s):  
Consumer Behavior ◽  
Visual Attention ◽  
Family Business ◽  
Purchase Intention ◽  
Family Firms ◽  
Positive Influence ◽  
Consumer Response ◽  
Family Identity ◽  
Content Type ◽  
Digital Platforms

PurposeCommunicating the identity of a family business generates positive results in consumer response. The paper aims to understanding how the efficient transmission of family identity can influence consumer behavior is essential for designing family firms' marketing communication strategies.Design/methodology/approachAn experimental study based on the eye-tracking technique was designed to determine how attention to (familiar vs non-familiar) visual stimuli on a website influences consumer recognition of a family firm status and how it influences consumer behavior. A sample of 212 individuals was exposed to (simulated) websites of family and non-family firms in the hospitality industry to capture information about their eye movements and measure visual attention to specific stimuli that communicated family identity.FindingsVisual attention has a direct and positive influence on recognizing family firm's identity (FFI). Through FFI, visual attention has an indirect positive effect on trust in the company and attitude toward the brand (BraAtt). Trust in a firm positively affects purchase intention (PurInt).Originality/valueIt is known that consumers can perceive a FFI; however, there is no study on the sensory mechanisms operating in consumers' perceptions of family identity. The study contributes to understanding how consumers can perceive a FFI. This study proposes a novel method for evaluating consumer responses by transmitting family business identity on digital platforms.

scholarly journals Do Real and Fictitious Plant Brands Differ in Brand Recognition, Awareness, Purchase Intention, and Visual Activity?

HortScience ◽  
2017 ◽  
Vol 52 (4) ◽  
pp. 612-621 ◽  
Author(s):  
Bridget K. Behe ◽  
Patricia T. Huddleston ◽  
Charles R. Hall ◽  
Hayk Khachatryan ◽  
Benjamin Campbell
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Added Value ◽  
Brand Awareness ◽  
National Brands ◽  
Visual Activity ◽  
Brand Recognition ◽  
Total Fixation ◽  
Product Choices ◽  
Information Consumers

Brands differentiate products from each other and help create the perception of added value. They influence product choice at the point of purchase with >70% of all buying decisions made in the store. Brands are often one of a few pieces of information consumers use to make product choices. Prior research showed that consumers had a greater likelihood to buy plant brands they had previously seen. To advance both the academic and practitioners’ understanding of plant brands, we sought to investigate the role of real and fictitious brands and their effects on visual activity and purchase intentions. Would simply including information on the container (e.g., fictitious brand) sway visual activity and purchase intentions? To investigate this notion, we conducted an in-person survey with a conjoint design in four states during May and June, 2015, using two flowering annuals and two flowering shrubs. Our goals were to assess consumers’ expressed and implicit preferences and, at the same time, monitor their gaze to determine how subjects used the real and fictitious brands as cues in their purchase decision. We showed 214 study participants digital images of 16 plants, varying the plant type, brand, and price; asked about brand awareness and familiarity; collected demographic and plant purchase information; and recorded their gaze as they viewed the images. We segmented the sample into three clusters, comparing their brand awareness and familiarity, conjoint analysis results, and the two visual measures: time to first fixation (TFF) and total fixation duration (TFD) on the container. The three clusters identified varied in their level of brand recognition and awareness but were similar in the relative importance and part-worth utility (PWU) mean scores, indicating a relatively similar decision process. The visual activity varied slightly by brand, but the fictitious brand captured and held visual attention similarly to the two established national brands.

scholarly journals Motion and Sound in Animated Storybooks for Preschoolers’ Visual Attention and Mandarin Language Learning: An Eye-Tracking Study With Bilingual Children

AERA Open ◽  
2019 ◽  
Vol 5 (2) ◽  
pp. 233285841984843 ◽  
Author(s):  
He Sun ◽  
Jieying Loh ◽  
Adam Charles Roberts
Keyword(s):  
Visual Attention ◽  
Language Learning ◽  
Story Comprehension ◽  
Eye Tracker ◽  
Total Fixation ◽  
Mandarin Language ◽  
Sound Motion ◽  
Static Conditions ◽  
Math Game ◽  
Germanic Languages

This study examined the role of the “animated eBook advantage” in child bilingual’s Mandarin learning, which has tended to be examined in the acquisition of Germanic languages. With this aim, 102 4- to 5-year-old preschoolers in Singapore were assigned to one of four conditions: (a) animated eBooks (+sound+motion), (b) static eBooks with sound, (c) static eBooks only, and (d) a control condition where children played a math game on an iPad. Three stories were displayed to children each for four times over 2 weeks, while visual attention was traced with an eye tracker. Children’s target words and story comprehension were assessed for the effects of the intervention conditions. The results revealed that children in the animated condition outperform their counterparts in total fixation duration, target word production, and storytelling of one of the stories (Cycling With Grandpa). There were no consistent differences between the two static conditions. Our results indicate the importance of motion in animated eBook design, in line with previous findings.

An Eye Tracking Study of the Effect of Sensory and Price In-Store Displays

2020 ◽  
pp. 23-49
Author(s):  
Clarinda Rodrigues ◽  
Amélia Maria Pinto da Cunha Brandão ◽  
António Filipe Teixeira Macedo ◽  
Karthikeyan Baskaran
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Fixation Duration ◽  
Product Choice ◽  
Message Content ◽  
Cognitive Content ◽  
Affective Stimuli ◽  
Total Fixation ◽  
Positive Feelings ◽  
Sensory Imagery

Using eye tracking, this chapter investigates if the visual attention varies according to the in-store displays message content (price, sensory, and price-sensory). Results show that participants are more responsive to cognitive content messages (price) than affective messages (sensory) alone. Nevertheless, it is demonstrated that participants are prone to devote more time processing in-store displays messages if prices (cognitive stimuli) are combined with sensory messages (affective stimuli), which increases the likelihood of choosing low involvement products. Finally, it was demonstrated that total fixation duration is predictive of low involvement product choice for all home décor products. This study suggests that shoppers might spend more time and effort searching for low involvement products if in-store displays captivate their visual attention and elicit their sensory imagery. Sensory messages can be used by retailers to highlight product intrinsic characteristics. At the same time, they are inducing positive feelings towards low-involvement products.

Seeking attention: an eye tracking study of in-store merchandise displays

2015 ◽  
Vol 43 (6) ◽  
pp. 561-574 ◽  
Author(s):  
Patricia Huddleston ◽  
Bridget K. Behe ◽  
Stella Minahan ◽  
R. Thomas Fernandez
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Purchase Intention ◽  
Product Information ◽  
Product Category ◽  
Practical Significance ◽  
Content Type ◽  
First Time ◽  
Tracking Technology

Purpose – The purpose of this paper is to elucidate the role that visual measures of attention to product and information and price display signage have on purchase intention. The authors assessed the effect of visual attention to the product, information or price sign on purchase intention, as measured by likelihood to buy. Design/methodology/approach – The authors used eye-tracking technology to collect data from Australian and US garden centre customers, who viewed eight plant displays in which the signs had been altered to show either price or supplemental information (16 images total). The authors compared the role of visual attention to price and information sign, and the role of visual attention to the product when either sign was present on likelihood to buy. Findings – Overall, providing product information on a sign without price elicited higher likelihood to buy than providing a sign with price. The authors found a positive relationship between visual attention to price on the display sign and likelihood to buy, but an inverse relationship between visual attention to information and likelihood to buy. Research limitations/implications – An understanding of the attention-capturing power of merchandise display elements, especially signs, has practical significance. The findings will assist retailers in creating more effective and efficient display signage content, for example, featuring the product information more prominently than the price. The study was conducted on a minimally packaged product, live plants, which may reduce the ability to generalize findings to other product types. Practical implications – The findings will assist retailers in creating more effective and efficient display signage content. The study used only one product category (plants) which may reduce the ability to generalize findings to other product types. Originality/value – The study is one of the first to use eye-tracking in a macro-level, holistic investigation of the attention-capturing value of display signage information and its relationship to likelihood to buy. Researchers, for the first time, now have the ability to empirically test the degree to which attention and decision-making are linked.

Predicting readers’ domain knowledge based on eye-tracking measures

2018 ◽  
Vol 36 (6) ◽  
pp. 1027-1042 ◽  
Author(s):  
Quan Lu ◽  
Jiyue Zhang ◽  
Jing Chen ◽  
Ji Li
Keyword(s):  
Logistic Regression ◽  
Eye Tracking ◽  
Information Search ◽  
Domain Knowledge ◽  
Fixation Duration ◽  
Baseline Model ◽  
Content Type ◽  
Knowledge Based ◽  
Total Fixation ◽  
Negative Predictor

Purpose This paper aims to examine the effect of domain knowledge on eye-tracking measures and predict readers’ domain knowledge from these measures in a navigational table of contents (N-TOC) system. Design/methodology/approach A controlled experiment of three reading tasks was conducted in an N-TOC system for 24 postgraduates of Wuhan University. Data including fixation duration, fixation count and inter-scanning transitions were collected and calculated. Participants’ domain knowledge was measured by pre-experiment questionnaires. Logistic regression analysis was leveraged to build the prediction model and the model’s performance was evaluated based on baseline model. Findings The results showed that novices spent significantly more time in fixating on text area than experts, because of the difficulty of understanding the information of text area. Total fixation duration on text area (TFD_T) was a significantly negative predictor of domain knowledge. The prediction performance of logistic regression model using eye-tracking measures was better than baseline model, with the accuracy, precision and F(β = 1) scores to be 0.71, 0.86, 0.79. Originality/value Little research has been reported in literature on investigation of domain knowledge effect on eye-tracking measures during reading and prediction of domain knowledge based on eye-tracking measures. Most studies focus on multimedia learning. With respect to the prediction of domain knowledge, only some studies are found in the field of information search. This paper makes a good contribution to the literature on the effect of domain knowledge on eye-tracking measures during N-TOC reading and predicting domain knowledge.

scholarly journals Understanding the role of visual attention on wines’ purchase intention: an eye-tracking study

2019 ◽  
Vol 32 (2) ◽  
pp. 161-179
Author(s):  
Patrícia Monteiro ◽  
João Guerreiro ◽  
Sandra Maria Correia Loureiro
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Monitoring Method ◽  
Content Type ◽  
Quality Perceptions ◽  
Consumption Situation ◽  
The Impact

Purpose Wine bottles compete for consumers’ attention in the shelf during the decisive moment of choice. This study aims to explore the role that visual attention to wine labels has on the purchase decision and the mediating role of quality perceptions and desire on such purchase behaviours. Wine awards and consumption situation are used as moderators.. Design/methodology/approach The study was conducted in Portugal and 36 individuals participated in a 2 × 2 within subjects design (awarded/not awarded × self-consumption/social-consumption). For each scenario, individuals’ attention, perceptions of quality, desire and purchase intentions were recorded. Findings Data from eye-tracking shows that, during the purchase process, the amount of attention given to a bottle is determinant of individuals’ purchase intentions, a relationship that increases in significance for bottles with awards and for when consumers are buying wine for a consumption situation involving a social environment. In addition, both quality perceptions and desire are confirmed to positively influence wines’ purchase intentions. Originality/value By using an eye monitoring method, this paper brings new insights into the wine industry by highlighting the impact that wines’ labels and different consumption situations have on individuals’ attention and purchase intention. Wine producers and retailers may benefit from the insights provided by the current study to refine their communication strategies by either highlighting product characteristics and pictorial elements, as it is the case of the awards, or communicating about their products for different consumption situations.

scholarly journals Does message framing matter for promoting the use of nutritional warnings in decision making?

2019 ◽  
Vol 22 (16) ◽  
pp. 3025-3034 ◽  
Author(s):  
Gabriela Vidal ◽  
Leandro Machín ◽  
Jessica Aschemann-Witzel ◽  
Gastón Ares
Keyword(s):  
Visual Attention ◽  
Message Framing ◽  
Choice Task ◽  
Control Group ◽  
Minor Effect ◽  
Eye Tracker ◽  
Convenience Sample ◽  
Average Percentage ◽  
Nutrition Messages ◽  
The Impact

AbstractObjective:To evaluate the impact of message framing on attitudes towards messages aimed at promoting the use of nutritional warnings, behavioural intention and actual behaviour, evaluated through visual attention to nutritional warnings and the choice of a snack product during a real choice task.Design:Following a between-subjects design, participants were exposed to loss-framed nutrition messages, gain-framed nutrition messages or non-nutrition-related messages (control group). After evaluating the messages, participants were asked to select a snack product as a compensation for their participation. The experiment was conducted using an eye tracker.Setting:Montevideo (Uruguay).Participants:Convenience sample of 201 people (18–51 years old, 58 % female).Results:The average percentage of participants who fixated their gaze on the nutritional warnings during the choice task was slightly but significantly higher for participants who attended to nutrition messages (regardless of their framing) compared with the control group. Participants who attended to loss-framed messages fixated their gaze on the warnings for the longest period of time. In addition, the healthfulness of the snack choices was higher for participants exposed to nutrition-related messages compared with the control group.Conclusions:Results from the present work suggest that nutrition messages aimed at increasing awareness of nutritional warnings may increase consumers’ visual attention and encourage more heathful choices. The framing of the messages only had a minor effect on their efficacy.

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