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Spotlighting Customers' Visual Attention at the Stock, Shelf and Store Levels with the 3S Model
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013). Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Department of Social and Psychological Studies (from 2013). Aarhus University, Denmark.ORCID iD: 0000-0002-0283-8777
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013). Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Department of Social and Psychological Studies (from 2013).ORCID iD: 0000-0001-8102-8168
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013). Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School (from 2013).ORCID iD: 0000-0001-9751-6000
2019 (English)In: Journal of Visualized Experiments, ISSN 1940-087X, E-ISSN 1940-087X, no 147, p. 1-6, article id e58846Article in journal (Refereed) Published
Abstract [en]

Several models of the in-store search process exist in the fields of retailing, marketing, and consumer-based research. The present article presents a new conceptualization of this search process, which captures customers' visual attention at three distinct levels of analysis: Stock, Shelf, and Store. We refer to this conceptualization as the 3S Model and illustrate its usefulness through three eye-tracking studies, one from each level of analysis. Our experimental examples, which range from manipulating certain stimuli on a single product (e.g., the placement of textual and pictorial packaging elements) to manipulating the entire shopping trip for customers during their stay in a store (e.g., through more or less specific shopping tasks), highlight the broad applicability of this alternative approach for understanding customers' in-store search behavior. Thus, our model can be seen as a helpful tool for researchers interested in how to conduct experimental eye-tracking studies that shed light on the perceptual processes preceding product choices and purchase decisions. The 3S Model is equally suitable in controlled lab conditions and under ecologically valid settings in the real retail environment. Furthermore, it can be used from the micro level, with a focus on the meaningful metrics on a particular product, through the intermediate level, with the emphasis on the area surrounding products in shelves and other in-store spaces, all the way to the macro level, examining customers' navigational paths throughout a store as a function of their shopping tasks, cognitive capacity, or ability to acquire in-store information.

Place, publisher, year, edition, pages
Journal of Visualized Experiments , 2019. no 147, p. 1-6, article id e58846
Keywords [en]
Behavior, Issue 147, Visual attention, Eye tracking, In-store search, 3S model, Store, Shelf, Stock, Packaging design, Shelf design, Store design
National Category
Psychology Economics and Business
Research subject
Psychology; Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-73213DOI: 10.3791/58846ISI: 000469977600014PubMedID: 31180363OAI: oai:DiVA.org:kau-73213DiVA, id: diva2:1332779
Available from: 2019-06-28 Created: 2019-06-28 Last updated: 2019-07-10Bibliographically approved

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Otterbring, TobiasWästlund, ErikShams, Poja
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