From desktop to supermarket shelf: Eye-tracking exploration on consumer attention and choice

摘要

Determining the key parameters driving attention and choice at the point of sale is a challenging task. To address this challenge, we performed two studies employing eye-tracking (ET) as a methodological tool when varying the visual marketing stimuli in a lab-experimental setting and in real supermarket shelf, and thus, facing an important gap in the current body of literature the need to reconcile ET results from lab and field studies.