spotlighting-customers-visual-attention-at-stock-shelf-store-levels

Spotlighting Customers' Visual Attention at the Stock, Shelf and Store Levels with the 3S Model

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 ...

Aarhus University

Karlstad University

In visual marketing, the truism that "unseen is unsold" means that products that are not noticed will not be sold. This truism rests on the idea that the consumer choice process is heavily influenced by visual search. However, given that the majority of available products are not seen by consumers, this article examines the role of peripheral vision in guiding attention during the consumer choice process. In two eye-tracking studies, one conducted in a lab facility and the other conducted in a supermarket, the authors investigate the role and limitations of peripheral vision. The results show that peripheral vision is used to direct visual attention when discriminating between target and non-target objects in an eye-tracking laboratory. Target and non-target similarity, as well as visual saliency of non-targets, constitute the boundary conditions for this effect, which generalizes from instruction-based laboratory tasks to preference-based choice tasks in a real supermarket setting. Thus, peripheral vision helps customers to devote a larger share of attention to relevant products during the consumer choice process. Taken together, the results show how the creation of consideration set (sets of possible choice options) relies on both goal-directed attention and peripheral vision. These results could explain how visually similar packaging positively influences market leaders, while making novel brands almost invisible on supermarket shelves. The findings show that even though unsold products might be unseen, in the sense that they have not been directly observed, they might still have been evaluated and excluded by means of peripheral vision. This article is based on controlled lab experiments as well as a field study conducted in a complex retail environment. Thus, the findings are valid both under controlled and ecologically valid conditions.

Unsold is unseen … or is it? Examining the role of peripheral vision in the consumer choice process using eye-tracking methodology.

Objectives This cross-sectional study investigated the associations between office type (cellular, shared-room, small open-plan, and medium-sized open-plan) and employees' ease of interaction with coworkers, subjective well-being, and job satisfaction. Methods A brief survey including measures of office type, ease of interaction with coworkers, subjective well-being, and job satisfaction was sent electronically to 1500 Swedish real-estate agents, 271 of whom returned usable surveys. The data were analyzed using a regression-based serial multiple mediation model (PROCESS Model 6), which tested whether the relationship between office type and job satisfaction would be mediated by ease of interaction and, in turn, subjective well-being. Results A negative relationship was found between the number of coworkers sharing an office and employees' job satisfaction. This association was serially mediated by ease of interaction with coworkers and subjective well-being, with employees working in small and medium-sized open-plan offices reporting lower levels of both these aspects than employees who work in either cellular or shared-room offices. Conclusions Open-plan offices may have short-term financial benefits, but these benefits may be lower than the costs associated with decreased job satisfaction and well-being. Therefore, decision-makers should consider the impact of office type on employees rather than focusing solely on cost-effective office layout, flexibility, and productivity.

The relationship between office type and job satisfaction: Testing a multiple mediation model through ease of interaction and well-being.

This study investigated the link between hunger and individuals' inclination to make hedonic choices in several distinct consumption domains. Participants made a set of binary choices between hedonic and utilitarian items, both from the food domain (for example, between chocolate and carrots) and from domains unassociated with food (for instance, between an apartment with a nice view and an apartment close to work). Next, participants indicated their hunger level, after which they replied to items measuring time orientation. The results revealed that hunger (vs. satiation) increased participants' proclivity to make hedonic choices across domains. This effect was moderated by the domain specificity of the items to be consumed and was mediated by participants' time orientation. Thus, although hunger resulted in a generalized pleasure-seeking propensity, leading to more hedonic choices regarding virtually anything, hungry (vs. satiated) participants showed a particularly powerful increase in their desire to acquire hedonic food (vs. non-food) items, and this effect was driven by a shift in their time orientation, with a more prominent focus on present pleasures. The article has important implications for time-specific marketing messages of hedonic consumer goods and offers creative ways to counteract shortsighted consumer choices that may be used to promote public health.

Tobias Otterbring

Department of Management/MAPP

Aarhus University

Spotlighting Customers' Visual Attention at the Stock, Shelf and Store Levels with the 3S Model

Tobias Otterbring

.css-o250i3{font-size:18px;font-family:Open Sans,sans-serif;line-height:21.6px;}Department of Management/MAPP

Aarhus University

Spotlighting Customers' Visual Attention at the Stock, Shelf and Store Levels with the 3S Model

Department of Management/MAPP