Consumer Perception at Point of Purchase: Evaluating Proposed Package Designs in an Eye-tracking Lab
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In today’s retail environment, consumer products are increasingly competing for customer’s 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.
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How to Cite
Wastlund, E., Shams, P., Lofgren, M., Witell, L., & Gustafsson, A.. (2012). Consumer Perception at Point of Purchase: Evaluating Proposed Package Designs in an Eye-tracking Lab. Journal of Business and Retail Management Research, Volume 05 Issue 1.
Citation Context
APA
Wastlund, E., Shams, P., Lofgren, M., Witell, L., & Gustafsson, A.. (2012). Consumer Perception at Point of Purchase: Evaluating Proposed Package Designs in an Eye-tracking Lab. Journal of Business and Retail Management Research, Volume 05 Issue 1.
MLA
Wastlund, Erik, et al.. "Consumer Perception at Point of Purchase: Evaluating Proposed Package Designs in an Eye-tracking Lab." Journal of Business and Retail Management Research, Volume 05 Issue 1, 2012.
Chicago
Erik Wastlund, Poja Shams, Martin Lofgren, Lars Witell, and Anders Gustafsson. "Consumer Perception at Point of Purchase: Evaluating Proposed Package Designs in an Eye-tracking Lab." Journal of Business and Retail Management Research Volume 05 Issue 1 (24 Feb 2012).
Harvard
Wastlund, E., Shams, P., Lofgren, M., Witell, L., & Gustafsson, A. (2012) Consumer Perception at Point of Purchase: Evaluating Proposed Package Designs in an Eye-tracking Lab. Journal of Business and Retail Management Research, Volume 05 Issue 1
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