Gidlöf Kerstin, Anikin Andrey, Lingonblad Martin, Wallin Annika
Lund University, Cognitive Science, Sweden.
Lund University, Cognitive Science, Sweden.
Appetite. 2017 Sep 1;116:29-38. doi: 10.1016/j.appet.2017.04.020. Epub 2017 Apr 19.
There is a battle in the supermarket isle, a battle between what the consumer wants and what the retailer and others want her to see, and subsequently to buy. Product packages and displays contain a number of features and attributes tailored to catch consumers' attention. These are what we call external factors comprising the visual saliency, the number of facings, and the placement of each product. But a consumer also brings with her a number of goals and interests related to the products and their attributes. These are important internal factors, including brand preferences, price sensitivity, and dietary inclinations. We fit mobile eye trackers to consumers visiting real-life supermarkets in order to investigate to what extent external and internal factors affect consumers' visual attention and purchases. Both external and internal factors influenced what products consumers looked at, with a strong positive interaction between visual saliency and consumer preferences. Consumers appear to take advantage of visual saliency in their decision making, using their knowledge about products' appearance to guide their visual attention towards those that fit their preferences. When it comes to actual purchases, however, visual attention was by far the most important predictor, even after controlling for all other internal and external factors. In other words, the very act of looking longer or repeatedly at a package, for any reason, makes it more likely that this product will be bought. Visual attention is thus crucial for understanding consumer behaviour, even in the cluttered supermarket environment, but it cannot be captured by measurements of visual saliency alone.
在超市过道中存在一场较量，这是一场消费者想要的东西与零售商及其他各方想让她看到并随后购买的东西之间的较量。产品包装和陈列包含许多经过精心设计的特征和属性，旨在吸引消费者的注意。这些就是我们所说的外部因素，包括视觉显著性、陈列面数量以及每件产品的摆放位置。但消费者自身也带有一些与产品及其属性相关的目标和兴趣。这些是重要的内部因素，包括品牌偏好、价格敏感度和饮食倾向。我们为光顾现实生活中超市的消费者配备了移动眼动仪，以研究外部和内部因素在多大程度上影响消费者的视觉注意力和购买行为。外部和内部因素都对消费者所关注的产品产生了影响，视觉显著性与消费者偏好之间存在强烈的正向交互作用。消费者似乎在决策过程中利用了视觉显著性，凭借他们对产品外观的了解，将视觉注意力引向符合其偏好的产品。然而，在实际购买方面，即便在控制了所有其他内部和外部因素之后，视觉注意力仍是迄今为止最重要的预测指标。换句话说，无论出于何种原因，对某个包装注视时间更长或反复注视，都会增加该产品被购买的可能性。因此，视觉注意力对于理解消费者行为至关重要，即便在杂乱的超市环境中也是如此，但仅靠视觉显著性测量是无法捕捉到它的。
