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Decisive visual saliency and consumers׳ in-store decisions

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  • Clement, Jesper
  • Aastrup, Jesper
  • Charlotte Forsberg, Signe

Abstract

This paper focuses on consumers׳ in-store visual tactics and decision-making. It has been argued that many consumers shop by routine or by simple rules and justification techniques when they purchase daily commodities. It has also been argued that they make a majority of decisions in the shop, and that they are affected by the visual stimuli in the store. The objective for this paper is to investigate the visual saliency from two factors: 1) in-store signage and 2) placement of products. This is done by a triangulation method where we utilize data from an eye-track study and sales data from grocery stores. The first study takes place in laboratory settings with a simulated purchase situation, and the second research design builds on manipulated in-store settings and data from real purchases. We found optimal placement of two comparable goods (branded good and private label) to increase visual attention and sale for both goods. The use of signage increases visual attention and sale as well, yet only for the product that the label addressed, implying a cannibalization effect. The limitation of the study and implications for retail managers and for brand owners are discussed.

Suggested Citation

  • Clement, Jesper & Aastrup, Jesper & Charlotte Forsberg, Signe, 2015. "Decisive visual saliency and consumers׳ in-store decisions," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 187-194.
    • Handle: RePEc:eee:joreco:v:22:y:2015:i:c:p:187-194
    DOI: 10.1016/j.jretconser.2014.09.002
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    Cited by:

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    2. Iana A. Castro & Anuja Majmundar & Christine B. Williams & Barbara Baquero, 2018. "Customer Purchase Intentions and Choice in Food Retail Environments: A Scoping Review," IJERPH, MDPI, vol. 15(11), pages 1-19, November.
    3. Bogomolova, Svetlana & Oppewal, Harmen & Cohen, Justin & Yao, Jun, 2020. "How the layout of a unit price label affects eye-movements and product choice: An eye-tracking investigation," Journal of Business Research, Elsevier, vol. 111(C), pages 102-116.
    4. Radon, Anita & Brannon, Daniel C. & Reardon, James, 2021. "Ketchup with your fries? Utilizing complementary product displays to transfer attention to a focal product," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    5. Huddleston, Patricia T. & Behe, Bridget K. & Driesener, Carl & Minahan, S., 2018. "Inside-outside: Using eye-tracking to investigate search-choice processes in the retail environment," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 85-93.
    6. Junwei Yu & Olivier Droulers & Sophie Lacoste-Badie, 2022. "Why display motion on packaging? The effect of implied motion on consumer behavior," Post-Print hal-03512772, HAL.
    7. Morone, Andrea & Nemore, Francesco & Schirone, Dario Antonio, 2018. "Sales impact of servicescape's rational stimuli: A natural experiment," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 256-262.
    8. Di Mascio, Rita & Fatima, Johra, 2018. "The role of identification in frontline employee decision-making," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 131-138.
    9. Gidlöf, Kerstin & Lahm, Erik Stoltenberg & Wallin, Annika & Otterbring, Tobias, 2021. "Eco depletion: The impact of hunger on prosociality by means of environmentally friendly attitudes and behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    10. Wu, Kewen & Vassileva, Julita & Zhao, Yuxiang & Noorian, Zeinab & Waldner, Wesley & Adaji, Ifeoma, 2016. "Complexity or simplicity? Designing product pictures for advertising in online marketplaces," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 17-27.
    11. Otterbring, Tobias & Shams, Poja, 2019. "Mirror, mirror, on the menu: Visual reminders of overweight stimulate healthier meal choices," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 177-183.
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