Using eye tracking to investigate the importance of packaging on consumers' visual attention

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Salehi Somayeh; SANAYEI ALI; Sammaknejad Negar; KAZEMI ALI

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Journal: Management Research in Iran Year:2019 | Volume:23 | Issue:2 Page(s): 101-125

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Information Journal Paper

Title

Using eye tracking to investigate the importance of packaging on consumers' visual attention

Author(s)

Salehi Somayeh | SANAYEI ALI | Sammaknejad Negar | KAZEMI ALI | Issue Writer Certificate

Keywords

NeuromarketingQ1

packagingQ1

Eye trackingQ1

Fixation timeQ1

Abstract

In the current study, an Eye tracking device was applied in assessing the attraction rate of Pegah (in two modes: with and without a necklace), Vivan, Sarbona, Asayessh and Dahati camel dough brands. In this study, 30 students and staff from the Shahid Beheshti University participated in the experiment. Participants were randomly selected to perform one of the "restaurant or health clinic" tasks. The results indicate that in the Diet and Health Clinic task, visual attention was mostly focused on Pegah brand (with necklace) among the 5 different brands. Same results hold for Vivan brand in the Restaurant task. As to without applying the necklace, in Diet and Health Clinic task, visual attention was focus on Pegah and Dahati brands. Same results hold for Sarbona and Dahati brands in the Restaurant task. The coefficients of logistic regression model indicate a significant relationship between the duration of fixation and the final selection of products.

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APA: Copy

Salehi, Somayeh, SANAYEI, ALI, Sammaknejad, Negar, & KAZEMI, ALI. (2019). Using eye tracking to investigate the importance of packaging on consumers' visual attention. MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES), 23(2 ), 101-125. SID. https://sid.ir/paper/372327/en

Vancouver: Copy

Salehi Somayeh, SANAYEI ALI, Sammaknejad Negar, KAZEMI ALI. Using eye tracking to investigate the importance of packaging on consumers' visual attention. MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES)[Internet]. 2019;23(2 ):101-125. Available from: https://sid.ir/paper/372327/en

IEEE: Copy

Somayeh Salehi, ALI SANAYEI, Negar Sammaknejad, and ALI KAZEMI, “Using eye tracking to investigate the importance of packaging on consumers' visual attention,” MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES), vol. 23, no. 2 , pp. 101–125, 2019, [Online]. Available: https://sid.ir/paper/372327/en

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