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Measuring the Value of Point-of-Purchase Marketing with Commercial Eye-Tracking Data
| Citations: | 12 - 0 self |
BibTeX
@MISC{Chandon_measuringthe,
author = {Pierre Chandon and J. Wesley Hutchinson and Scott H. Young},
title = {Measuring the Value of Point-of-Purchase Marketing with Commercial Eye-Tracking Data},
year = {}
}
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Abstract
In today's cluttered point-of-purchase environments, creating consumer pull through brand equity is not enough; marketers must also create "visual equity" through P-O-P marketing, i.e., increased consideration due to the visual salience of the product at the point of purchase. Commercial eye-tracking studies are commonly used to measure the ability of P-O-P marketing to attract consumer attention. In this research, we examine the validity of these studies for measuring the ability of P-O-P marketing to increase visual equity, and offer suggestions on how to improve them. In particular, we test whether visually noting a product on the shelf, the standard performance metric of these studies, is a reliable predictor of consideration. Second, we build a decision-path model of visual attention and consideration which estimates a product's visual and memory-based equity, and their sensitivity to person, brand, and P-O-P marketing factors. This research provides insights into consumer in-store visual attention and consideration. We find that, although limited, consumer attention to brands and prices is more extensive than previous in-store studies have suggested. We also find that visual attention is primarily by brand rather than by price and that consumers make multiple eye fixations on each brand. Finally, this research provides implications for managing shelf space and for measuring the performance of P-O-P marketing. For example, we find that looking at a brand increases its consideration probability by 30 to 120%. We also find that the impact of visual equity is largest for brands with lower memory-based equity, which suggests that allocating shelf space according to market share may not be optimal. Between half and two-thirds of purchase decisions are made at the point ...
Keyphrases
p-o-p marketing point-of-purchase marketing commercial eye-tracking data visual equity consumer attention memory-based equity visual attention shelf space previous in-store study point-of-purchase environment commercial eye-tracking study standard performance multiple eye fixation visual salience decision-path model market share brand equity reliable predictor increased consideration consideration probability consumer in-store visual attention purchase decision p-o-p marketing factor consumer pull
