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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
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URI
http://hdl.handle.net/11250/226099
Date
2014
Metadata
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  • Scientific articles [1357]
Original version
Journal of Retailing and Consumer Services, 21(2014)5: 676-684   http://dx.doi.org/10.1016/j.jretconser.2014.05.002
Abstract
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 behavior. One hundred and seventy-five customers at a grocery store were exposed to signage stimuli while carrying out predefined shopping tasks. Experiment 1 shows that attention toward signage is affected by customers’ levels of store familiarity and in-store search stage (navigation vs. decision making). Experiment 2 demonstrates that signage has a considerable impact on the direction and magnitude of customers’ visual attention during decision making.
Description
This is the authors’ accepted, refereed and final manuscript to the article
Publisher
Elsevier
Journal
Journal of Retailing and Consumer Services,

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