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An eye tracking based examination of visual attention during pairwise comparisons of a digital product’s package

Author

Listed:
  • Rafal Michalski
  • Jerzy Grobelny

Abstract

The paper presents results of the experimental investigation based on the eye tracking data regarding the pairwise comparisons of box package designs. Persons taking part in the study were asked to visually analyze and express their perceived purchase intentions towards various types of product packages. During the whole process subjects' visual activities were registered by an eye tracking system. The research explores two factors, where each is examined on two levels, namely: a box package with and without curved edges, and a package variant with and without a product image. The gathered oculographical data based on fixations were analyzed in defined areas of interests (AOIs). Finally, the obtained subjective subjects' preferences were compared and discussed with the objective eye tracking data.

Suggested Citation

  • Rafal Michalski & Jerzy Grobelny, 2016. "An eye tracking based examination of visual attention during pairwise comparisons of a digital product’s package," WORking papers in Management Science (WORMS) WORMS/16/14, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.
    • Handle: RePEc:ahh:wpaper:worms1614
    DOI: 10.1007/978-3-319-40250-5_41
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    File URL: https://worms.pwr.edu.pl/RePEc/ahh/wpaper/WORMS_16_14.pdf
    File Function: Final version, 2016
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    References listed on IDEAS

    as
    1. Graham, Dan J. & Orquin, Jacob L. & Visschers, Vivianne H.M., 2012. "Eye tracking and nutrition label use: A review of the literature and recommendations for label enhancement," Food Policy, Elsevier, vol. 37(4), pages 378-382.
    2. Van Loo, Ellen J. & Caputo, Vincenzina & Nayga, Rodolfo M. & Seo, Han-Seok & Zhang, Baoyue & Verbeke, Wim, 2015. "Sustainability labels on coffee: Consumer preferences, willingness-to-pay and visual attention to attributes," Ecological Economics, Elsevier, vol. 118(C), pages 215-225.
    3. Yoram Wind & Thomas L. Saaty, 1980. "Marketing Applications of the Analytic Hierarchy Process," Management Science, INFORMS, vol. 26(7), pages 641-658, July.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Berna Haktanirlar Ulutas & N. Fırat Özkan & Rafał Michalski, 2020. "Application of hidden Markov models to eye tracking data analysis of visual quality inspection operations," Central European Journal of Operations Research, Springer;Slovak Society for Operations Research;Hungarian Operational Research Society;Czech Society for Operations Research;Österr. Gesellschaft für Operations Research (ÖGOR);Slovenian Society Informatika - Section for Operational Research;Croatian Operational Research Society, vol. 28(2), pages 761-777, June.
    2. Jerzy Grobelny & Rafal Michalski, 2020. "Investigating human visual behavior by hidden Markov models in the design of marketing information," WORking papers in Management Science (WORMS) WORMS/20/09, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.
    3. Rafal Michalski & Jerzy Grobelny & Anna Bezdzietna, 2020. "Column versus tabular layout of paragraphs in message conveyance: visual processing study based on eye-tracking data," WORking papers in Management Science (WORMS) WORMS/20/19, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.
    4. Jerzy Grobelny & Rafal Michalski, 2021. "Hidden Markov models for visual processing of marketing leaflets," WORking papers in Management Science (WORMS) WORMS/21/08, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.

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    More about this item

    Keywords

    Eye tracking; Digital product presentation; Package design; Digital signage; AHP;
    All these keywords.

    JEL classification:

    • D01 - Microeconomics - - General - - - Microeconomic Behavior: Underlying Principles
    • D03 - Microeconomics - - General - - - Behavioral Microeconomics: Underlying Principles
    • D40 - Microeconomics - - Market Structure, Pricing, and Design - - - General
    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • D87 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Neuroeconomics
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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