Browsing Scientific articles by Author "Wästlund, Erik"
Now showing items 1-6 of 6
-
Creating brand engagement through in-store gamified customer experiences
Högberg, Johan; Ramberg, Marcus Olsson; Gustafsson, Anders; Wästlund, Erik (Journal article; Peer reviewed, 2019)The purpose of this study is to understand how gamification contributes to customers’ value creation in a retail context and how this value creation relates to brand engagement. The study builds on a field experiment using ... -
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 ... -
Let the music play or not: the influence of background music on consumer behavior
Andersson, Pernille K.; Kristensson, Per; Wästlund, Erik; Gustafsson, Anders (Journal article; Peer reviewed, 2012)This study concerns the effect that music has on consumer behavior in two different retail contexts during regular opening hours. Two studies were conducted in a field setting with consumers (N = 550). Consumers were ... -
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 ...