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首页> 外文期刊>Journal of Business Research >How the layout of a unit price label affects eye-movements and product choice: An eye-tracking investigation
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How the layout of a unit price label affects eye-movements and product choice: An eye-tracking investigation

机译：单价标签的布局如何影响眼动和产品选择：一项眼动追踪调查

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摘要

Unit pricing (i.e., displaying prices per unit of volume or weight) is deemed helpful for grocery shoppers. Many countries mandate that supermarkets provide unit prices. However, consumers only make limited use of unit pricing. Consumer advocates attribute this to the poor and inconsistent presentation of the unit price information. Using eye-tracking, the present research tests how unit price label design factors (position, font size, signposting and color highlighting on the price label) affect consumers' eye-movements during the product decision process. Additionally, the study assesses how the effects of the design factors depend on the consumer's price consciousness. The research also tests how the consistency of the label presentation affects eye-movements and choice. Findings from an experimentally designed shopping task using natural stimuli reveal that an enhanced label design leads to an increase in the number of eye fixations, in particular when the unit price is color highlighted and especially for consumers who are less price conscious. These increased fixations, however, do not result in changes in product choice.
机译：单价（即显示每单位体积或重量的价格）被认为对杂货店购物者有帮助。许多国家/地区要求超市提供单价。但是，消费者仅使用有限的单价。消费者权益倡导者将此归因于单价信息显示不佳和不一致。通过眼动追踪，本研究测试了单价标签设计因素（价格标签上的位置，字体大小，路标和颜色突出显示）如何在产品决策过程中影响消费者的眼动。此外，该研究评估了设计因素的影响如何取决于消费者的价格意识。该研究还测试了标签呈现的一致性如何影响眼球运动和选择。使用自然刺激从实验设计的购物任务中发现的结果表明，增强的标签设计会导致注视次数的增加，特别是当单价以颜色突出显示时，尤其是对于价格意识较弱的消费者而言。然而，这些增加的固定不会导致产品选择的改变。

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