An Eye-Tracking Investigation of the Price Label Layout Effect on Visual Attention and Choice

The research tests how the layout of the unit price information: font size, position, signposting and colour coding; and consistency of the format, affect unit price usage during grocery choices. Eye-movements and purchase decisions are observed during a natural but experimentally designed shopping task.



Citation:

Svetlana Bogomolova, Harmen Oppewal, Justin Cohen, and Jun Yao (2015) ,"An Eye-Tracking Investigation of the Price Label Layout Effect on Visual Attention and Choice", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 104-104.

Authors

Svetlana Bogomolova, Ehrenberg-Bass Institute for Marketing Science, Australia
Harmen Oppewal, Monash University, Australia
Justin Cohen, Ehrenberg-Bass Institute for Marketing Science, Australia
Jun Yao, Monash University, Australia



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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