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Seeing is not necessarily liking: Advancing research on package design with eye-tracking

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  • Husić-Mehmedović, Melika
  • Omeragić, Ismir
  • Batagelj, Zenel
  • Kolar, Tomaž

Abstract

This paper contributes to the package design research by proposing and verifying process-based framework that explain how various package features affect customers visual attention. An exploratory study was carried out in virtual settings, deploying eye-tracking methodology in combination with package collages in order to assure a reasonably realistic product category context, yet better control over non-package factors that affect attention. Findings suggest that physical and semantic package features affect attention during the ‘orientation’ phase and reveal how efficiently attention is transferred to the brand in the ‘discovery’ phase. Results in addition reveal that packages that attract the most attention are not necessarily likeable or suitable, but also that recall is a questionable measure of attention. The study provides important implications by informing management on how to break the visual clutter and stand out from competitors, while staying in line with the product category ‘code’.

Suggested Citation

  • Husić-Mehmedović, Melika & Omeragić, Ismir & Batagelj, Zenel & Kolar, Tomaž, 2017. "Seeing is not necessarily liking: Advancing research on package design with eye-tracking," Journal of Business Research, Elsevier, vol. 80(C), pages 145-154.
    • Handle: RePEc:eee:jbrese:v:80:y:2017:i:c:p:145-154
    DOI: 10.1016/j.jbusres.2017.04.019
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    3. Zuschke, Nick, 2020. "The impact of task complexity and task motivation on in-store marketing effectiveness: An eye tracking analysis," Journal of Business Research, Elsevier, vol. 116(C), pages 337-350.
    4. Syrjälä, Henna & Kauppinen-Räisänen, Hannele & Luomala, Harri T. & Joelsson, Tapani N. & Könnölä, Kaisa & Mäkilä, Tuomas, 2020. "Gamified package: Consumer insights into multidimensional brand engagement," Journal of Business Research, Elsevier, vol. 119(C), pages 423-434.
    5. Serhat Peker & Gonca Gokce Menekse Dalveren & Yavuz İnal, 2021. "The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence from An-Eye-Tracking Study," Future Internet, MDPI, vol. 13(1), pages 1-18, January.
    6. Carli Lorenzini, Giana & Mostaghel, Rana & Hellström, Daniel, 2018. "Drivers of pharmaceutical packaging innovation: A customer-supplier relationship case study," Journal of Business Research, Elsevier, vol. 88(C), pages 363-370.
    7. Ladeira, Wagner & Rasul, Tareq & Perin, Marcelo Gattermann & Santini, Fernando, 2023. "The bright side of disorganization: When surprise generates low-price signals," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).

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