Abstract:

This presentation provides a new method for measuring attention of consumers at the point-of-sale (POS). This patent-pending method - AttentionTracking - is based on the recent finding that human visual attention can be measured by means of rapid pointing movements.The approach is illustrated with a case study. In this study, the goal was to improve shelf impact, visibility and notice of current and newly designed packages in the shelf. A total of 400 participants were tested. Results show that attention has a strong influence on branding and purchase intention. Applications of the method in category management are discussed.