Department of Management

Jacob Lund Orquin

What you see is what you buy: How saliency and surface size of packaging elements affect attention and choice

Research output: Contribution to conferencePaperResearchpeer-review

Previous research has shown that increases in the overall saliency of products packages lead to increases in attention and how attention affects choice. However, no studies have addressed this issue at the level of individual packaging elements such as product claims and labels. The present paper reports the findings from an eye-tracking study on consumer attention and product choice. The study revealed that increases in the saliency and surface size of packaging elements are associated with greater fixation likelihood and that attention to elements such as product claims and organic labels is associated with increased choice probability whereas attention to nutrition-related elements such as GDA labels or the Nordic keyhole label is associated with decreased choice probability.
Original languageEnglish
Publication yearJul 2012
Publication statusPublished - Jul 2012
EventSABE 2012 - Granada, Spain
Duration: 12 Jul 201215 Jul 2012


ConferenceSABE 2012

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ID: 52273700