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Familiar Packaging in a Crowded Shelf: The influence of Product Recognition and Visual Attention on Preference Formation
Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration. Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center.
(English)Manuscript (preprint) (Other academic)
Abstract [en]

In complex decision-making situations consumers employ a variety of heuristics to simplify their decisions. One such strategy is the recognition heuristic, which is employed in the initial stage of decision-making to construct a consideration set for further evaluation. The result of this process is that recognised products continue further into the decision-making process, hence receiving more visual attention. This paper focuses on the influence this increased visual attention has on preference construction compared with the preference formation from recognition of products. In an eye-tracking experiment, this study showed that preferences were constructed on the fly as an effect of increased visual attention. However, product recognition moderated the influence of visual attention on preference construction. The results showed that product recognition increased the effect of visual attention on preference formation. Consequently, recognition resulted in increased attention and increased attention resulted in construction of preference.

Keyword [en]
process-tracing, gaze cascade model, point-of-purchase, recognition heuristic, decision-making process, decision-making strategies, visual attention, preference formation, preference construction, eye-tracking
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-25945OAI: oai:DiVA.org:kau-25945DiVA: diva2:600538
Available from: 2013-01-24 Created: 2013-01-24 Last updated: 2013-03-01Bibliographically approved
In thesis
1. What Does it Take to Get your Attention?: The influence of In-Store and Out-of-Store Factors on Visual Attention and Decision Making for Fast-moving Consumer Goods
Open this publication in new window or tab >>What Does it Take to Get your Attention?: The influence of In-Store and Out-of-Store Factors on Visual Attention and Decision Making for Fast-moving Consumer Goods
2013 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

Decision making for fast-moving consumer goods involves a choice between numerous similar alternatives. Under such demanding circumstances, a decision is made for one product. The decision is dependent on the interaction between the environment and the mind of the consumer, both of which are filled with information that can influence the outcome. The aim of this dissertation is to explore how the mind and the environment guides attention towards considered and chosen products in consumer decision making at the point-of-purchase.

Consumers are equipped with several effort reduction strategies to simplify complex decision making. The selection of strategies can be conscious or automatic and driven by information in the environment or the mind of the decision maker. The selected decision strategy reduces the set of options to one alternative in an iterative process of comparisons that are fast and rely on perceptual cues to quickly exclude irrelevant products. This thesis uses eye-tracking to explore this rapid processing that lacks conscious access or control. The purpose is to explore how product packaging and placement (as in-store factors), and recognition, preferences, and choice task (as out-of-store factors) influence the decision-making process through visual attention.

The results of the 10 experiments in the five papers that comprise this thesis shed new light on the role of visual attention in the interaction between the environment and the mind, and its influence on the consumer. It is said that consumers choose with their eyes, which means that unseen is unsold. The results of this thesis show that it is just as important to be comprehended as it is to be seen. In split-second decision making, the ability to recognize and comprehend a product can significantly impact preferences. Comprehension stretches beyond perception as consumers infer value from memory structures that influence attention. Hence, the eye truly sees what the mind is prepared to comprehend.

Place, publisher, year, edition, pages
Karlstad: Karlstads universitet, 2013. 89 p.
Series
Karlstad University Studies, ISSN 1403-8099 ; 2013:5
Keyword
point-of-purchase marketing, influencing factors, out-of-store, in-store, shelf space, product packaging, package design, visual attention, visual search, eye-tracking, process-tracing, gaze cascade model, recognition heuristic, familiarity, decision-making, decision-making process, decision-making strategies, heuristic decision-making, preference formation, information processing
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-25947 (URN)978-91-7063-479-6 (ISBN)
Public defence
2013-03-22, 11D 257, Karlstads universitet, Karlstad, 13:00 (English)
Opponent
Supervisors
Available from: 2013-03-01 Created: 2013-01-24 Last updated: 2014-12-11Bibliographically approved

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