Atenção visual e congruência de embalagem em ambiente de laboratório de varejo com o uso de eye tracking

• Autor(a) principal: Gallina, Mariângela
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
• Texto Completo: http://tede2.espm.br/handle/tede/326
• topic: atenção visual; congruência, design de embalagem; retail lab; eye tracking; visual attention; congruence; packing design; retail lab; eye tracking; CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

Research on visual attention and consumer behavior reports how packaging design raises interest and stimulates point of sale choice. However, little attention is dedicate to packaging, that has a similar layout or congruent. The empiricist of this dissertation evaluates the decision making of the consumer in front of a packaging with congruent layout between the brands of the same category of product. It divided into three studies, all performed in a retail laboratory environment and using eye tracking. Two studies were exploratory, being that the second was the inclusion of a controlled variable, the observation distance. The third was an experiment with hypothesis testing constructed from the previous results and supported in the literature review. The results of the study show a correspondence between the shelf position and consumer choice, regardless of the congruent factors and distance of observation. The inputs serve as a basis for future research, can be validated for other product categories, and subsidize marketing strategies and packaging design.