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An eye tracking study of the effect of sensory and price in-store displays
Linnaeus University, School of Business and Economics, Department of Marketing.ORCID iD: 0000-0002-1540-2657
University of Porto, Portugal.
Linnaeus University, Faculty of Health and Life Sciences, Department of Medicine and Optometry.ORCID iD: 0000-0003-3436-2010
Linnaeus University, Faculty of Health and Life Sciences, Department of Medicine and Optometry.ORCID iD: 0000-0002-3745-0035
2020 (English)In: Emotional, sensory, and social dimensions of consumer buying behavior / [ed] Ana Maria Soares & Maher Georges Elmashhara, Hershey, PA, USA: IGI Global, 2020, p. 23-49Chapter in book (Other academic)
Abstract [en]

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.

Place, publisher, year, edition, pages
Hershey, PA, USA: IGI Global, 2020. p. 23-49
National Category
Economics and Business
Research subject
Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-92253DOI: 10.4018/978-1-7998-2220-2.ch002ISBN: 9781799822202 (print)ISBN: 9781799822226 (electronic)ISBN: 1799822206 (print)ISBN: 9781799822219 (print)OAI: oai:DiVA.org:lnu-92253DiVA, id: diva2:1394693
Available from: 2020-02-19 Created: 2020-02-19 Last updated: 2020-02-25Bibliographically approved

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Rodrigues, ClarindaMacedo, António FilipeBaskaran, Karthikeyan

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf