{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"","title":"#146 - [CONCEPT] - Eye-tracking : Ses incroyables apports dans l'étude du packaging","thumbnail_width":200,"thumbnail_height":200,"thumbnail_url":"https://open-images.acast.com/shows/620e78e488e4890016aed370/1679909351625-9fa7eac35a7151f1e5d5d0d5980b847b.jpeg?height=200","description":"

Savez-vous quel est le plus impactant entre le fait de mettre le texte à gauche et l'image à droite ou l'inverse ?

Savez-vous où les consommateurs regardent les packaging avec le plus d'attention : en haut, au milieu ou en bas ?

Savez-vous comment un consommateur regarde lorsqu'il arrive face à un rayon ?


Voici quelques-unes des questions pour lesquelles vous aurez une réponse en écoutent notre podcast !


Pour nous écouter et nous suivre : https://smartlink.metricool.com/public/smartlink/mark-et-ting


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Instagram : @mark.et.ting

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https://mark-et-ting.com

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Mark & Ting est proposé par des étudiant.e.s et enseignant.e.s de Tech de Co Périgueux - IUT de Bordeaux - Université de Bordeaux. C’est le rendez-vous quotidien de tous les étudiant.e.s et personnes curieux.ses du monde du marketing !


Liste des sources :

Otterbring T, Shams P, Wästlund E & Gustafsson A (2013) Left isn't always right: placement of pictorial and textual package elements. British Food Journal 115(8): 1211-1225.


Hurley RA, Rice JC, Cottrell D & Felty D (2015) The Impact of Flexographic and Digital Printing of Fruit Drinks on Consumer Attention at the Point of Sale. Beverages 1(3): 149-158. 


Gofman A, Moskowitz HR, Fyrbjork J, Moskowitz D & Mets T (2009) Extending rule developing experimentation to perception of food packages with eye tracking. Open Food Science Journal 3: 66-78.


Hurley RA, Hutcherson DE, Tonkin CE, Dailey SB & Rice JC (2015) Measuring physiological arousal towards packaging: tracking electrodermal activity within the consumer shopping environment. Journal of Applied Packaging Research 7(3): 76-90.


Juravle G, Velasco C, Salgado-Montejo A & Spence C (2015) The hand grasps the center, while the eyes saccade to the top of novel objects. Frontiers in psychology 6(633): 1-9. 


Hurley RA, Galvarino J, Thackston E, Ouzts A & Pham A (2013) The effect of modifying structure to display product versus graphical representation on packaging. Packaging Technology and Science 26(8): 453-460.


Van der Lans R, Pieters R & Wedel M (2008b) Research Note—Competitive Brand Salience. Marketing Science 27(5): 922-931. 


Mormann M, Towal RB & Koch C (2013), The Role of Visual Attention in Decision-Making: an Eye-Tracking Experiment. In S Botti & A Labroo (eds) NA - Advances in Consumer Research Volume 41. Duluth, MN: Association for Consumer Research.

Oliveira D, Machín L, Deliza R, Rosenthal A, Walter EH, Giménez A & Ares G (2016) Consumers' attention to functional food labels: Insights from eye-tracking and change detection in a case study with probiotic milk. LWT-Food 


Rebollar R, Lidón I, Martín J & Puebla M (2015) The identification of viewing patterns of chocolate snack packages using eye-tracking techniques. Food Quality and Preference, 39: 251-258.


Varela P, Antúnez L, Cadena RS, Giménez A & Ares G (2014) Attentional capture and importance of package attributes for consumers' perceived similarities and differences among products: A case study with breakfast cereal packages. Food Research International 64: 701-710. 




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