Measuring the Value of Point-of-Purchase Marketing with Commercial Eye-Tracking Data

46 Pages Posted: 24 Nov 2007

See all articles by Pierre Chandon

Pierre Chandon

INSEAD

J. Wesley Hutchinson

University of Pennsylvania - Marketing Department

Eric Bradlow

University of Pennsylvania - Marketing Department

Scott H. Young

Perception Research Services

Date Written: June 2006

Abstract

In today's cluttered retail environments, creating consumer pull through memory-based brand equity is not enough; marketers must also create "visual equity" for their brands (i.e., incremental sales triggered by in-store visual attention). In this paper, we show that commercial eye-tracking data, analyzed using a simple decision-path model of visual attention and brand consideration, can separately measure memory-based and visual equity of brands displayed on a supermarket shelf. In the two product categories studied, juices and detergents, we find that in-store visual attention doubles on average the memory-based probability of consideration. Additionally, our empirical applications and normative analyses show how separating memory-based and visual equity can help improve managerial decisions about which brands to select for enhanced point-of-purchase marketing activities.

Suggested Citation

Chandon, Pierre and Hutchinson, John Wesley and Bradlow, Eric and Young, Scott H., Measuring the Value of Point-of-Purchase Marketing with Commercial Eye-Tracking Data (June 2006). INSEAD Business School Research Paper No. 2007/22/MKT/ACGRD. Available at SSRN: https://ssrn.com/abstract=1032162 or http://dx.doi.org/10.2139/ssrn.1032162

Pierre Chandon (Contact Author)

INSEAD ( email )

Boulevard de Constance
77305 Fontainebleau Cedex
France

John Wesley Hutchinson

University of Pennsylvania - Marketing Department ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States

Eric Bradlow

University of Pennsylvania - Marketing Department ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States
215-898-8255 (Phone)

Scott H. Young

Perception Research Services ( email )

Fort Lee, NJ 07024
United States

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