Peter Merdian, Philipp Piroth, Edith Rueger-Muck and Gerhard Raab
The purpose of this study is to find out how unconscious perception and conscious reactions differ when it comes to evaluate wine bottles in a shopping shelf. It was evaluated how…
Abstract
Purpose
The purpose of this study is to find out how unconscious perception and conscious reactions differ when it comes to evaluate wine bottles in a shopping shelf. It was evaluated how attention is related to subjective evaluations of interest and value in the perception of wine bottle design choices.
Design/methodology/approach
The experiment combined implicit eye-tracking observations and a quantitative measurement on the assessment on wine bottle designs. In total, 37 participants rated eight different wine bottle designs based on their interest and assumed value, without any given information about the wines’ original price classification.
Findings
There is a significant difference between the perception of wine bottle designs. Eye-catchy designs do not automatically transform into a higher perception of value and interest towards the product. The unconscious perception of bottles and the conscious reaction differentiate.
Research limitations/implications
The greatest limitation, as with many other implicit studies, is the limited number of subjects and the associated limited validity. In addition, eight bottles in four categories were studied, which is adequate, but does not fully reflect the complexity of the wine market supply.
Practical implications
Manufacturers and wine label designers should challenge existing pre-disposition towards certain wine bottle design choices.
Originality/value
To the best of the authors’ knowledge, this is the first German consumer study that focusses on unconscious perception (measured by implicit eye movement behaviour) and conscious reactions in the context of explicit value and interest evaluation.
Details
Keywords
Philipp Piroth, Marc Sebastian Ritter and Edith Rueger-Muck
This study examines the relationship between personality traits and the willingness to buy groceries online. Our research is based on research on consumer values regarding online…
Abstract
Purpose
This study examines the relationship between personality traits and the willingness to buy groceries online. Our research is based on research on consumer values regarding online grocery shopping (OGS), and the authors argue that customer values are aggregated states of personality traits. The authors, therefore, propose the predictive power of personality traits toward OGS usage adoption.
Design/methodology/approach
For a more thorough evaluation of the matter, the authors conducted an online administered questionnaire resulting in N = 678 valid responses and conducted structural equation modeling using IBM AMOS (Vers. 25).
Findings
The authors found that none of the five personality traits had a significant influence on the attitude toward OGS. However, subjective norm had strong influence on attitude, and both subjective norm and attitude were solid predictors of purchase intention for groceries online. Unsurprisingly, the attitude toward OGS was higher for consumer groups with prior experience. The results indicate a high relevance of peer groups in the decision-making process of buying groceries online and the crucial importance of the initial purchase.
Practical implications
Practitioners, therefore, may resort to marketing the strategies to peer groups and initial purchasing behavior and address the level of experience with the usage of OGS, as well as situational aspects. This may be facilitated by precisely targeted online marketing activities and marketing service strategy adaptations.
Originality/value
This is the first study to examine the influence of personality traits toward the willingness to conduct OGS with an emphasis on the lower overall adoption within Germany. The authors furthermore validate the predictive power of the theory of planned behavior (TPB) construct for the economically attractive market segment of OGS by adapting and enhancing the scope of previous research.