Peschel, Anne3; Orquin, Jacob Lund3; Mueller Loose, Simone3
1 Department of Management, Aarhus BSS, Aarhus University2 Department of Management - MAPP - Centre for Research on Value Creation in the Food Sector, Department of Management, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University
Combining eye-tracking and choice methodologies
Fast moving consumer goods often carry product labels intended to guide and persuade consumers in their purchase decisions. However, past research indicates that these labels are rarely attended to during the consumer's decision process. In order to enhance the effectiveness of such labels and to increase purchase likelihood of labeled products, attention must be guided to the label. We conducted a combined eye tracking and choice experiment manipulating the surface size and visual saliency of product labels. Results show a strong and significant increase in attention towards product labels which are larger and more visually salient. The effect on attention also carries over into increased purchase likelihood. Both marketers and policy makers can benefit from the methodology and findings which provide directions for designing product labels that enhance attention capture and purchase decisions.