What the Eye Does Not Admire the Brain Does Not Desire: How Visual Properties of Product Packaging Affect Consumer Attention and Choice

57 Pages Posted: 30 Dec 2015 Last revised: 17 Mar 2016

See all articles by Milica Milosavljevic Mormann

Milica Milosavljevic Mormann

Southern Methodist University (SMU) - Marketing Department

R. Towal

California Institute of Technology

Christof Koch

California Institute of Technology - Division of Biology

Date Written: December 29, 2015

Abstract

Consumer research explains how various visual properties of marketing stimuli, such as color or shape, individually, influence consumer attention and choice. It is not clear, however, how these various properties compete and combine to grab consumer attention. We draw on insights from visual and computational neuroscience to introduce the construct of visual importance of marketing stimuli as the combination of various visual features. In addition, we demonstrate how a neuroscience-based simulation of attention can be used to measure thus defined visual importance. We conduct an eye- tracking experiment in the point-of-purchase context to show that visual importance of marketing stimuli influences consumer attention and choice systematically, consistent with the underlying algorithms of how the brain codes and uses visual information.

Keywords: Attention, Eye-tracking, Decision-Making, Neuroscience, Consumer

Suggested Citation

Mormann, Milica Milosavljevic and Towal, R. and Koch, Christof, What the Eye Does Not Admire the Brain Does Not Desire: How Visual Properties of Product Packaging Affect Consumer Attention and Choice (December 29, 2015). Available at SSRN: https://ssrn.com/abstract=2709187 or http://dx.doi.org/10.2139/ssrn.2709187

Milica Milosavljevic Mormann (Contact Author)

Southern Methodist University (SMU) - Marketing Department ( email )

United States

R. Towal

California Institute of Technology ( email )

Pasadena, CA 91125
United States

Christof Koch

California Institute of Technology - Division of Biology ( email )

Pasadena, CA 91125
United States

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