Attention-Grabbing Power of Branded vs. Unbranded Packaging |
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Authors: | Mikyeung Bae |
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Institution: | 1. Oklahoma State University, Stillwater, OK, USAclara.bae@okstate.edu |
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Abstract: | AbstractThe aim of this study is to investigate the impact of branding on consumer attention and the role that gender and product expertise play in shaping consumer preference. An eye-tracking experiment revealed that branded containers and plants attracted consumers’ initial attention and held their attention longer than unbranded containers and plants. Female consumers tend to use brand as a central cue in information processing, while males use brand as a peripheral cue. The presence of branding also influences perceived product attractiveness. This study reinforces the information-seeking theory by providing empirical support for the selectivity model. |
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Keywords: | Brand product expertise eye-tracking visual attention attractiveness |
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