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Small change, big change – Increasing attention with product package variations

Author

Listed:
  • Sophie Lacoste-Badie

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

  • Junwei Yu

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Olivier Droulers

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

The purpose of this paper is to investigate the influence of front-of-pack (FOP) variations on consumer attention. In a laboratory experiment using an eye-tracking method, the authors exposed 165 respondents to planograms containing target products displaying identical FOPs or FOPs with variations. Attention was measured by fixation duration and fixation counts, and eye movements were recorded at 250 Hz. The findings showed that FOP variations catch respondents' attention. Visual saliency has often been defined as a physical property of an object (such as color, shape, motion). In the current study, we show the importance of also taking into account the interaction of one stimulus with other stimuli. To our knowledge, this is the first time that the effects of FOP variations have been investigated. On a managerial level, the current study offers a simple and low-priced solution to cut through the clutter and catch consumers' attention, which is the first step to a product purchase.

Suggested Citation

  • Sophie Lacoste-Badie & Junwei Yu & Olivier Droulers, 2020. "Small change, big change – Increasing attention with product package variations," Post-Print hal-02932115, HAL.
    • Handle: RePEc:hal:journl:hal-02932115
    DOI: 10.1016/j.foodqual.2020.104007
    Note: View the original document on HAL open archive server: https://hal.science/hal-02932115
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    Cited by:

    1. Yu, Junwei & Droulers, Olivier & Lacoste-Badie, Sophie, 2022. "Why display motion on packaging? The effect of implied motion on consumer behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).

    More about this item

    Keywords

    Attention; Eye-tracking; FOP variation; Product package;
    All these keywords.

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