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Tracking consumer attention at the point-of-sale

Date of publication: October 26, 2003

Catalogue: ESOMAR Conference on Retailing/Category Management 2003

Authors: Christian Scheier, Steffen Egner, Gisa Steffens

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.

Christian Scheier

Author

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Steffen Egner

Author

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Gisa Steffens

Author

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Citation

Scheier, Egner and Steffens (2003a, October 26). Tracking consumer attention at the point-of-sale . ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/tracking-consumer-attention-at-the-point-of-sale-