Seeking attention: An eye tracking study of in-store merchandise displays

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

Are Consumers Willing to Pay More for Biodegradable Containers Than for Plastic Ones? Evidence from Hypothetical Conjoint Analysis and Nonhypothetical Experimental Auctions

This study used and compared hypothetical conjoint analysis and nonhypothetical experimental auctions to elicit floral customers’ willingness to pay for biodegradable plant containers. The results of the study show that participants were willing to pay a price premium for biodegradable containers, but the premium is not the same for different types of containers. This article also shows the mixed ordered probit model generates more accurate results when analyzing the conjoint analysis Internet survey data than the ordered probit model.biodegradable, willingness to pay, marketing, carbon footprint, waste composition, green industry, nursery crops, floriculture crops, Agribusiness, Agricultural and Food Policy, Environmental Economics and Policy, Financial Economics, Food Consumption/Nutrition/Food Safety, Marketing, Public Economics, Research and Development/Tech Change/Emerging Technologies, D12, Q13,

Perceptions and Socioeconomic Status Influence Purchases of Native Plants

Plants native to the United States, defined as those being present before European settlement, have aesthetic and environmental benefits. In 2018, only 10% of plant sales were native plants, a plant category that tends to be underrepresented in many residential and commercial landscapes. Although earlier research indicated that consumers find native plants less aesthetically appealing relative to introduced species, more recent research reported a growing demand for native plants. Thus, a better understanding of consumer perceptions would facilitate their marketing. We used an online survey of 1824 participants representing five geographic regions (West, Southwest, Midwest, Southeast, and Northwest) to classify adopters based on their purchase of native plants. A double-hurdle model was used to estimate factors influencing purchasing native plants among US homeowners, and the factors influencing the amount spent on native plants in 2021. Demographically, metropolitan, college-educated, and younger participants were more likely to be native plant adopters; they also spent 80% more on plants compared with nonnative plant adopters. More native plant adopters agreed that native plants were better for the environment than exotic plants (68%), are readily available in their area (67%), and are better adapted to difficult sites (75%). Marketing efforts should capitalize on the environmental benefits to stimulate purchases

Consumer Purchase Likelihood of Landscape Management Pest Scouting Program

The US landscape industry consists of 632,000 businesses with >1 million persons employed in 2022. The most common service that landscape service providers (LSPs) perform is pest management. Over the past 25 years, LSPs have been challenged to adopt more holistic approaches to pest management via the use of nonchemical and less toxic chemical controls. Integrated pest management (IPM), specifically scouting, may be a useful approach for LSPs to manage pests more sustainably and market new services, such as biological control releases. Scant literature is available on LSP scouting practices or consumer acceptance of scouting services. The goal of this study was to determine if IPM-aware consumers were more likely to purchase a scouting program offered by an LSP. An online survey was distributed across the United States through a third-party panel service. The final sample included 928 usable responses. Data were analyzed using a binary logistic regression model. Fifty-seven percent of respondents reported having some knowledge or were very knowledgeable of IPM. Respondents 65 years of age and older were 13.1% points less likely to purchase a scouting service. Education level did not influence purchase likelihood. Consumer knowledge of IPM had a positive influence on the purchase likelihood, respondents with “some knowledge” (5.6%) and “very knowledgeable” (8.6%) were more likely to buy IPM services. Further, if the consumer was open to purchasing the scouting program, it is plausible that they might be more willing to allow an LSP to use a combination of chemical and nonchemical methods to manage pests

U.S. and Canadian Consumer Perception of Local and Organic Terminology

The varying terms associated with local and organic have the potential to confuse consumers as to their true meaning, especially with respect to production practices. For these reasons we examined the perceptions and misperceptions of the terms local and organic, specifically focusing on differences between U.S. and Canadian consumers. Our results show that a subset of consumers correctly identifies the main characteristics of local and organic. However, there is a subset of consumers that has inaccurate perceptions of these terms. Comparing U.S. and Canadian consumers we see numerous significant perception differences, especially with regard to local

Crunch the Can or Throw the Bottle? Effect of “Bottle Deposit Laws” and Municipal Recycling Programs

Although there is growing public awareness and concern about environmental issues, incentive mechanisms leading individuals to engage in pro-environmental behaviors remain less investigated. This article examines the impact of bottle deposit laws, municipal recycling programs, and the ease of municipal recycling on recycling frequency for numerous products. Utilizing very specific treatment groups and propensity score matching to control for unobserved heterogeneity, we find that municipal recycling programs have a greater impact on recycling behaviors than bottle deposit laws, and that the perceived ease of municipality recycling program positively influences individual recycling behaviors. For bottle deposit laws without a municipal program being present, their effect is only for those products requiring the deposit

Seeing through the forest: The gaze path to purchase.

Eye tracking studies have analyzed the relationship between visual attention to point of purchase marketing elements (price, signage, etc.) and purchase intention. Our study is the first to investigate the relationship between the gaze sequence in which consumers view a display (including gaze aversion away from products) and the influence of consumer (top down) characteristics on product choice. We conducted an in-lab 3 (display size: large, moderate, small) X 2 (price: sale, non-sale) within-subject experiment with 92 persons. After viewing the displays, subjects completed an online survey to provide demographic data, self-reported and actual product knowledge, and past purchase information. We employed a random forest machine learning approach via R software to analyze all possible three-unit subsequences of gaze fixations. Models comparing multiclass F1-macro score and F1-micro score of product choice were analyzed. Gaze sequence models that included gaze aversion more accurately predicted product choice in a lab setting for more complex displays. Inclusion of consumer characteristics generally improved model predictive F1-macro and F1-micro scores for less complex displays with fewer plant sizes Consumer attributes that helped improve model prediction performance were product expertise, ethnicity, and previous plant purchases

Does Eye Tracking Reveal More About the Effects of Buying Impulsiveness on the Green Industry Consumer Choice Behavior?

Although consumer behavior research has investigated impulsive buying behavior since the early 1950s, no studies explored the relationship between eye gaze metrics, buying impulsiveness scores and purchase decisions. The present study is a preliminary approach to setting consumer purchase decisions as a function of not only product attributes, but also individuals’ buying impulsiveness and eye gaze measures, which were collected using an eye tracking device during choice experiments. Specifically, we investigated the moderation effects of eye gaze measures on the relationship between buying impulsiveness and plant purchase likelihood. The results showed that impulsive buying scores were negatively related to purchase decisions, and that eye gaze duration (when viewing plant displays) influenced that relationship, depending on the type of the display information viewed (e.g., price vs. production methods or plant type signs). Theoretical contributions to choice behavior literature and implications for developing effective plant sales marketing efforts are discussed