Target Search in Product Displays: A Visual Crowding Perspective

53 Pages Posted: 14 Apr 2020 Last revised: 7 Jul 2020

See all articles by Ana Scekic

Ana Scekic

HEC Paris - Marketing

Selin Atalay

Frankfurt School of Finance and Management

Cathy L. Yang

HEC Paris - Marketing

Peter Ebbes

HEC Paris - Marketing

Date Written: March 24, 2020

Abstract

Consumers often arrive at the point of purchase with a particular product to purchase in mind and must search for this target product in the product display. Drawing on visual crowding theory, we suggest that an individual’s ability to find a target product in a display varies according to the embeddedness of the target, which depends on the locations of the target and non-target products in the display. We refer to the visual impact of non-target products on target products that results in an inability to differentiate and recognize the target product as “target visual crowdedness (TVC).” Across five experimental studies, we manipulate TVC and show that as TVC increases the duration of the visual search increases. Eye-tracking data provide evidence of how TVC affects attention and information processing in target product search tasks. We develop a visual crowdedness metric that quantifies TVC and can be used by researchers and practitioners to estimate the visual search effort needed to find a product in a display.

Keywords: Visual Search, Visual Crowding, Product Display, Target Visual Crowdedness, Eye Tracking

Suggested Citation

Scekic, Ana and Atalay, A. Selin and Yang, Cathy L. and Ebbes, Peter, Target Search in Product Displays: A Visual Crowding Perspective (March 24, 2020). HEC Paris Research Paper No. MKG-2020-1370, Available at SSRN: https://ssrn.com/abstract=3560057 or http://dx.doi.org/10.2139/ssrn.3560057

Ana Scekic (Contact Author)

HEC Paris - Marketing ( email )

Paris
France

A. Selin Atalay

Frankfurt School of Finance and Management ( email )

Adickesallee 32-34
Frankfurt am Main, 60322
Germany
60322 (Fax)

Cathy L. Yang

HEC Paris - Marketing ( email )

Paris
France

Peter Ebbes

HEC Paris - Marketing ( email )

Paris
France

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
15
Abstract Views
107
PlumX Metrics