Browsing BI Open Archive by Author "Otterbring, Tobias"
Now showing items 1-5 of 5
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Eye-tracking customers’ visual attention in the wild: Dynamic gaze behavior moderates the effect of store familiarity on navigational fluency
Otterbring, Tobias; Wästlund, Erik; Gustafsson, Anders (Journal article; Peer reviewed, 2016)A retail store is a multi-sensory environment filled with messages to tempt customers into making unplanned purchases. The purpose of this field study was to examine the interplay between three factors claimed to precede ... -
Heuristics and resource depletion: eye-tracking customers’ in situ gaze behavior in the field
Wästlund, Erik; Otterbring, Tobias; Gustafsson, Anders; Shams, Poja (Journal article; Peer reviewed, 2015)When we visit a retail outlet, we go there to complete some type of shopping goal. These goals may be very specific and precisely planned prior to entering the store, or more abstract, and something we think of on the spur ... -
Left isn’t always right: placement of pictorial and textual package elements
Otterbring, Tobias; Shams, Poja; Wästlund, Erik; Gustafsson, Anders (Journal article; Peer reviewed, 2013)Purpose – The purpose of this study is to investigate how the positioning of textual and pictorial design elements on a package affects visual attention (detection time) toward these element types. Design/methodology/approach ... -
Reasons for household food waste with special attention to packaging
Williams, Helén; Wikström, Fredrik; Otterbring, Tobias; Löfgren, Martin; Gustafsson, Anders (Journal article; Peer reviewed, 2012)The amount of food waste needs to be reduced in order to sustain the world’s limited resources and secure enough food to all humans. Packaging plays an important role in reducing food waste. The knowledge about how packaging ... -
Vision (im)possible? The effects of in-store signage on customers’ visual attention
Otterbring, Tobias; Wästlund, Erik; Gustafsson, Anders; Shams, Poja (Journal article; Peer reviewed, 2014)We used two eye-tracking field experiments to investigate the extent to which in-store signage is used during navigation and decision making, and how the viewing of signage influences customers’ visual attention and choice ...