An Eye-tracking investigation of the price label layout effect on visual attention and choice

Svetlana Bogomolova, Harmen Oppewal, Justin Cohen, Jun Yao

Research output: Chapter in Book/Report/Conference proceedingConference abstract

Abstract

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.
Original languageEnglish
Title of host publicationAsia-Pacific Advances in Consumer Research
Place of PublicationDuluth, MN
PublisherAssociation for Consumer Research
Pages104
Number of pages1
Volume11
Publication statusPublished - 2015
Externally publishedYes
EventAsia-Pacific Conference of the Association for Consumer Research 2015 - Hong Kong
Duration: 19 Jun 201521 Jun 2015

Conference

ConferenceAsia-Pacific Conference of the Association for Consumer Research 2015
CityHong Kong
Period19/06/1521/06/15

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  • Cite this

    Bogomolova, S., Oppewal, H., Cohen, J., & Yao, J. (2015). An Eye-tracking investigation of the price label layout effect on visual attention and choice. In Asia-Pacific Advances in Consumer Research (Vol. 11, pp. 104). Duluth, MN: Association for Consumer Research.