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Investigating the effect of in-store print advertising on consumer’s visual attention using eye-tracking technology
Karlstad University, Faculty of Economic Sciences, Communication and IT.
2012 (English)Student thesis
Abstract [en]

Due to rising number of products on the shelves of stores and the fact that about 70% of buying decisions are made at the point-of-purchase, retailers and marketers are growingly investing on in-store advertising material to grab their customers’ attention. Thus, measuring the effectiveness of the in-store material in catching consumers’ attention would be highly of interest of marketers. In this study we have investigated the priming effect of in-store print advertisement on the visual attention of consumers. An experiment was conducted in a Swedish retail store where using eye-tracking technology, the visual behavior of two groups of participants who had been exposed to in-store product signs was captured. The results of this study shows that participants who had looked at a product sign, noted (fixated at least once) that product on the shelf earlier while the number of fixations on the target products was not directly influenced. An implication for managers is that they can use in-store product signs to manipulate the visual attention of consumers in a way that designated brands are attended earlier.

Place, publisher, year, edition, pages
2012. , 43 p.
Keyword [en]
Point of Purchase advertising, Visual attention, Priming, eye-tracking
National Category
Engineering and Technology Social Sciences Economics and Business
URN: urn:nbn:se:kau:diva-15740Local ID: FEK D-102OAI: diva2:571526
Subject / course
Industrial Engineering and Management, Master of Science
, Karlstad (English)
Available from: 2012-11-29 Created: 2012-11-22 Last updated: 2012-11-29Bibliographically approved

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Master thesis(1299 kB)464 downloads
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ReferencesLink to record
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