Department of Management

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

Research output: Contribution to conferenceConference abstract for conferenceResearchpeer-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 paper reports the findings from two eye-tracking studies on consumer attention and product choice, a choice experiment manipulating saliency, size and clutter of packaging elements and a quasi-experimental study using natural product variations. 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 yearAug 2013
Number of pages1
Publication statusPublished - Aug 2013
Event10th Pangborn Sensory Science Symposium - Rio, Brazil
Duration: 11 Aug 201315 Aug 2013
Conference number: 10th


Workshop10th Pangborn Sensory Science Symposium

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ID: 54116099