Department of Management

Jacob Lund Orquin

Enhancing product label effectiveness by increasing attention and choice: Combining eye-tracking and choice methodologies

Research output: Contribution to conferencePaperResearchpeer-review

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.
Original languageEnglish
Publication year2013
Number of pages8
Publication statusPublished - 2013
Event42nd European Marketing Academy (EMAC) - Istanbul, Turkey
Duration: 4 Jun 20137 Jun 2013
Conference number: 42nd

Conference

Conference42nd European Marketing Academy (EMAC)
Number42nd
CountryTurkey
CityIstanbul
Period04/06/201307/06/2013

    Research areas

  • Attention capture , choice experiment , eye tracking , label presentation format, visual saliency

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