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Seeking attention: An eye tracking study of in-store merchandise displays

Huddleston, Patricia, Behe, Bridget K., Minahan, Stella and Fernandez, R. Thomas 2015, Seeking attention: An eye tracking study of in-store merchandise displays, International journal of retail and distribution management, vol. 43, no. 6, pp. 561-574, doi: 10.1108/IJRDM-06-2013-0120.

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Title Seeking attention: An eye tracking study of in-store merchandise displays
Author(s) Huddleston, Patricia
Behe, Bridget K.
Minahan, Stella
Fernandez, R. Thomas
Journal name International journal of retail and distribution management
Volume number 43
Issue number 6
Start page 561
End page 574
Total pages 14
Publisher Emerald Group Publishing
Place of publication Bingley, Eng.
Publication date 2015-06-08
ISSN 0959-0552
Keyword(s) Co-branding strategy
Co-design
Consumer behaviour
Display
Electronic intermediaries
Eye-tracking
Facet theory
Flagship store
Loyalty data
Luxury brands
Method
Place marketing
Point of purchase
Promotional flyers
Retail
Retail atmospherics
Retailing
Shopper marketing
Signs & signboards
Store design
Store location
Virtual store
Visual merchandising
Summary Purpose – The purpose of this paper is to elucidate the role that visual measures of attention to product and information and price display signage have on purchase intention. The authors assessed the effect of visual attention to the product, information or price sign on purchase intention, as measured by likelihood to buy. Design/methodology/approach – The authors used eye–tracking technology to collect data from Australian and US garden centre customers, who viewed eight plant displays in which the signs had been altered to show either price or supplemental information (16 images total). The authors compared the role of visual attention to price and information sign, and the role of visual attention to the product when either sign was present on likelihood to buy. Findings – Overall, providing product information on a sign without price elicited higher likelihood to buy than providing a sign with price. The authors found a positive relationship between visual attention to price on the display sign and likelihood to buy, but an inverse relationship between visual attention to information and likelihood to buy. Research limitations/implications – An understanding of the attention–capturing power of merchandise display elements, especially signs, has practical significance. The findings will assist retailers in creating more effective and efficient display signage content, for example, featuring the product information more prominently than the price. The study was conducted on a minimally packaged product, live plants, which may reduce the ability to generalize findings to other product types. Practical implications – The findings will assist retailers in creating more effective and efficient display signage content. The study used only one product category (plants) which may reduce the ability to generalize findings to other product types. Originality/value – The study is one of the first to use eye–tracking in a macro–level, holistic investigation of the attention–capturing value of display signage information and its relationship to likelihood to buy. Researchers, for the first time, now have the ability to empirically test the degree to which attention and decision–making are linked.
Language eng
DOI 10.1108/IJRDM-06-2013-0120
Field of Research 150504 Marketing Measurement
Socio Economic Objective 900204 Wholesale and Retail Trade
Copyright notice ©2015, Emerald Group Publishing
Free to Read? Yes
Persistent URL http://hdl.handle.net/10536/DRO/DU:30074148

Document type: Journal Article
Collections: School of Management and Marketing
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.