Patricia Huddleston, Bridget K. Behe, Stella Minahan and R. Thomas Fernandez
The purpose of this paper is to elucidate the role that visual measures of attention to product and information and price display signage have on purchase intention. The authors…
Abstract
Purpose
The purpose of this paper is to elucidate the role that visual measures of attention to product and information and price display signage have on purchase intention. The authors assessed the effect of visual attention to the product, information or price sign on purchase intention, as measured by likelihood to buy.
Design/methodology/approach
The authors used eye-tracking technology to collect data from Australian and US garden centre customers, who viewed eight plant displays in which the signs had been altered to show either price or supplemental information (16 images total). The authors compared the role of visual attention to price and information sign, and the role of visual attention to the product when either sign was present on likelihood to buy.
Findings
Overall, providing product information on a sign without price elicited higher likelihood to buy than providing a sign with price. The authors found a positive relationship between visual attention to price on the display sign and likelihood to buy, but an inverse relationship between visual attention to information and likelihood to buy.
Research limitations/implications
An understanding of the attention-capturing power of merchandise display elements, especially signs, has practical significance. The findings will assist retailers in creating more effective and efficient display signage content, for example, featuring the product information more prominently than the price. The study was conducted on a minimally packaged product, live plants, which may reduce the ability to generalize findings to other product types.
Practical implications
The findings will assist retailers in creating more effective and efficient display signage content. The study used only one product category (plants) which may reduce the ability to generalize findings to other product types.
Originality/value
The study is one of the first to use eye-tracking in a macro-level, holistic investigation of the attention-capturing value of display signage information and its relationship to likelihood to buy. Researchers, for the first time, now have the ability to empirically test the degree to which attention and decision-making are linked.
Details
Keywords
- Consumer behaviour
- Luxury brands
- Retail
- Retailing
- Facet theory
- Shopper marketing
- Co-design
- Electronic intermediaries
- Loyalty data
- Promotional flyers
- Retail atmospherics
- Store design
- Co-branding strategy
- Flagship store
- Place marketing
- Store location
- Virtual store
- Visual merchandising
- Display
- Eye-tracking
- Method
- Point of purchase
- Signs & signboards
Patricia Huddleston, Anna R. McAlister and Fashina Alade
This conceptual paper provides an overview of eye-tracking technology (ETT) as a process-tracing method to study children’s consumer behavior. This paper aims to provide a…
Abstract
Purpose
This conceptual paper provides an overview of eye-tracking technology (ETT) as a process-tracing method to study children’s consumer behavior. This paper aims to provide a literature review of the child as consumer-focused eye-tracking research, identifying theoretical and research gaps. This paper discusses the benefits, drawbacks and ethical implications of ETT and highlights opportunities and best practices for future research.
Design/methodology/approach
This paper details eye movement and how ETT captures it. This paper delivers a typology of different approaches to eye-tracking research and presents information about ETT equipment and metrics. This paper also summarizes previous studies using eye tracking to study children. This paper concludes with research questions and topics for future research where ETT can be used to study child consumers in contexts such as playing advergames, using social media and shopping (in-person and online).
Findings
ETT is commonly used to assess children’s behavior in a variety of contexts but has scarcely been used to study children’s consumer behavior. ETT has great potential to be used to better understand children as consumers.
Originality/value
To the best of the authors’ knowledge, this is the first paper to review using ETT to study children’s consumer behavior.
Details
Keywords
James W. Gabberty and Jennifer D.E. Thomas
This paper examines the depth, erudition, and rigor of contemporary research on knowledge management as a causal factor that influences the ultimate outcome of multinational…
Abstract
This paper examines the depth, erudition, and rigor of contemporary research on knowledge management as a causal factor that influences the ultimate outcome of multinational corporation (MNC) expansion, bounded by the confines of information and communication technology (ICT) competences identified as behavioral, business, and technological. Through discussion highlighting the dominant knowledge management (KM) research themes within the milieu of the global firm, readers will gain definitive and practical insight into relevant topics that may be used to stimulate development of growth strategies for the firm.
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Keywords
Ruth Banomyong and Thomas E. Fernandez
The purpose of this paper is to assess the logistics performance of national trade corridors in Myanmar based on a theoretical portrayal of multimodal transport in logistics…
Abstract
The purpose of this paper is to assess the logistics performance of national trade corridors in Myanmar based on a theoretical portrayal of multimodal transport in logistics chains combined with the real-time operation of such chains. A cost-time-distance model was used as the core theoretical framework for the discussion. Empirical data related to cost, time and distance was obtained to evaluate national trade corridors in Myanmar. The study explored the performance of trade corridor in the pulses and beans sector from the largest sown and harvest areas to the main seaports in Myanmar. The pulses and beans sector was selected because the country is the 2nd highest exporter in the world and would benefit from improved access to its national seaports. Under the cost-time-distance model used, it was observed that physical infrastructure, institutional environment as well as limited capability of local providers hindered the overall performance of the trade corridors under study.
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Keywords
José Ramón Cardona and María Dolores Sánchez-Fernández
The seasonality in the behavior of travelers is something that goes back to the origin of the trips themselves. This seasonality is due to multiple factors, some easy to…
Abstract
The seasonality in the behavior of travelers is something that goes back to the origin of the trips themselves. This seasonality is due to multiple factors, some easy to counteract and others difficult to solve. But, regardless of the causes, it is a phenomenon that generates significant negative impacts on society and the environment in which the phenomenon of tourist seasonality occurs. All tourist destinations have seasonality, but in some cases, it is very high and in others it has a minimal incidence. The objective of this chapter is to ponder the impacts and consequences of seasonality in regions with a strong tourism development, allowing to put into context the aspects of society impacted by this phenomenon and the positive implications that the reduction of seasonality would have. For this, an analysis of a theoretical model with two regions in opposite situations is carried out, raising the possible effects of a high seasonality. The cases of the Balearic Islands and the Canary Islands are also reviewed, as real examples of the regional typologies taken into consideration in the theoretical model. This seeks to ponder the problems attributable to seasonality. As a final reflection, the enormous typology of negative impacts generated and the need to continue analyzing the seasonality and its impacts are emphasized.