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Vision (im)possible? The effects of in-store signage on customers’ visual attention

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  • Otterbring, Tobias
  • Wästlund, Erik
  • Gustafsson, Anders
  • Shams, Poja

Abstract

We used two eye-tracking field experiments to investigate the extent to which in-store signage is used during navigation and decision making, and how the viewing of signage influences customers’ visual attention and choice behavior. One hundred and seventy-five customers at a grocery store were exposed to signage stimuli while carrying out predefined shopping tasks. Experiment 1 shows that attention toward signage is affected by customers’ levels of store familiarity and in-store search stage (navigation vs. decision making). Experiment 2 demonstrates that signage has a considerable impact on the direction and magnitude of customers’ visual attention during decision making.

Suggested Citation

  • Otterbring, Tobias & Wästlund, Erik & Gustafsson, Anders & Shams, Poja, 2014. "Vision (im)possible? The effects of in-store signage on customers’ visual attention," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 676-684.
    • Handle: RePEc:eee:joreco:v:21:y:2014:i:5:p:676-684
    DOI: 10.1016/j.jretconser.2014.05.002
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