Abstract Determining the key parameters driving attention and choice at the point of sale is a challenging task. To address this challenge, we performed two studies employing eye-tracking (ET) as a methodological tool when varying the visual marketing stimuli in a lab-experimental setting and in real supermarket shelf, and thus, facing an important gap in the current body of literature – the need to reconcile ET results from lab and field studies. The first study was conducted in lab settings and explored in a controlled manner the top-down (goal-directed) vs. bottom-up (stimulus-driven) mechanisms of attention and choice. The second study took a step further in investigating these mechanisms in real life settings, namely a supermarket shelf. In both studies the same assortment context was presented (i.e. eight products, four flavours of two brands each). The products varied on their level of healthfulness (i.e. nutrient profile) which was explicitly communicated with nutrition labelling formats displayed front of pack. Participants were asked to select either the healthiest product or a product on their preference (lab settings), and a product of their preference (in-store settings). Fixation duration, number of fixations, and the consumer's choice was recorded. The results show that Brand and Product flavour are leading criteria in driving attention and choice, i.e. the stronger brand and best selected product received higher number of fixations. The shopping goal and label formats also contributed to variation in observed patterns. Brand placement in combination with brand strength had a significant impact in the retail environment. Current outcomes demonstrate the potential of eye-tracking in consumer research, from lab to supermarket shelf. The advanced understanding we offer in attention patterns and consequent decision opens promising avenues in successfully applying marketing strategies to navigate consumers’ attention and choice.

中文翻译：

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从桌面到超市货架：消费者注意力和选择的眼球追踪探索

摘要 确定在销售点引起注意和选择的关键参数是一项具有挑战性的任务。为了应对这一挑战，我们进行了两项研究，在实验室实验环境和真实超市货架中改变视觉营销刺激时，使用眼动追踪 (ET) 作为方法工具，因此，面临当前机构中的一个重要差距文献——需要协调实验室和实地研究的 ET 结果。第一项研究是在实验室环境中进行的，并以可控的方式探索了自上而下（目标导向）与自下而上（刺激驱动）的注意力和选择机制。第二项研究进一步研究了现实生活环境中的这些机制，即超市货架。在这两项研究中，展示了相同的分类背景（即八种产品，四种口味，每种两种品牌）。产品在健康水平（即营养成分）方面各不相同，这通过包装正面显示的营养标签格式进行了明确传达。参与者被要求选择最健康的产品或他们偏好的产品（实验室设置），以及他们偏好的产品（店内设置）。记录了固定持续时间、固定次数和消费者的选择。结果表明，品牌和产品风味是吸引注意力和选择的主要标准，即更强的品牌和最佳选择的产品获得更多的关注。购物目标和标签格式也有助于观察模式的变化。品牌定位与品牌实力相结合，对零售环境产生了重大影响。目前的结果证明了眼动追踪在消费者研究中的潜力，从实验室到超市货架。我们在注意力模式和随之而来的决策方面提供的先进理解为成功应用营销策略来引导消费者的注意力和选择开辟了有希望的途径。