Abstract The purpose of this paper is to investigate the influence of front-of-pack (FOP) variations on consumer attention. In a laboratory experiment using an eye-tracking method, the authors exposed 165 respondents to planograms containing target products displaying identical FOPs or FOPs with variations. Attention was measured by fixation duration and fixation counts, and eye movements were recorded at 250 Hz. The findings showed that FOP variations catch respondents’ attention. Visual saliency has often been defined as a physical property of an object (such as color, shape, motion). In the current study, we show the importance of also taking into account the interaction of one stimulus with other stimuli. To our knowledge, this is the first time that the effects of FOP variations have been investigated. On a managerial level, the current study offers a simple and low-priced solution to cut through the clutter and catch consumers’ attention, which is the first step to a product purchase.

中文翻译：

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小改变，大改变——增加对产品包装变化的关注

摘要 本文的目的是调查包装正面 (FOP) 变化对消费者注意力的影响。在使用眼动追踪方法的实验室实验中，作者将 165 名受访者暴露于包含显示相同 FOP 或具有变化的 FOP 的目标产品的货架图。通过注视持续时间和注视计数来测量注意力，并以 250 Hz 的频率记录眼球运动。调查结果表明，FOP 变化引起了受访者的注意。视觉显着性通常被定义为对象的物理属性（例如颜色、形状、运动）。在当前的研究中，我们展示了同时考虑一种刺激与其他刺激相互作用的重要性。据我们所知，这是第一次研究 FOP 变化的影响。在管理层面，