Wine label design proposals: an eye-tracking study to analyze consumers’ visual attention and preferences

25 páginas, 6 figuras, 6 tablas.

Detalles Bibliográficos
Autores: Barbierato, Elena, Berti, Danio, Ranfagni, Silvia, Hernández-Álvarez, Luis, Bernetti, Iacopo
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2023
País:España
Institución:Consejo Superior de Investigaciones Científicas (CSIC)
Repositorio:DIGITAL.CSIC. Repositorio Institucional del CSIC
OAI Identifier:oai:digital.csic.es:10261/336808
Acceso en línea:http://hdl.handle.net/10261/336808
Access Level:acceso abierto
Palabra clave:Consumer behavior
Visual attention
Neuromarketing
Eye-tracking
Wine label design
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spelling Wine label design proposals: an eye-tracking study to analyze consumers’ visual attention and preferencesBarbierato, ElenaBerti, DanioRanfagni, SilviaHernández-Álvarez, LuisBernetti, IacopoConsumer behaviorVisual attentionNeuromarketingEye-trackingWine label design25 páginas, 6 figuras, 6 tablas.Purpose: The main purpose of this study is to analyze how consumers’ visual attention to wine label design correlates with their preferences. Accordingly, this study uses quantitative eye-tracking metrics to understand which design proposal has greater visual salience. A more specific objective was to assess which design proposal was preferred to be marketed. Design/methodology/approach: The experiment involved evaluating of three different labeling proposals of an Italian winery. Infrared eye-tracking was used to measure implicit eye movements on the three bottles displayed, simultaneously, on a computer screen. A generalized linear model was used to test how consumers' visual attention to wine label design correlated with their preferences. Findings: The design proposals were evaluated significantly differently, with one set being preferred. In general, a strong positive relationship was found between pausing to peruse a specific design proposal and making an explicit choice of the same bottle. Research limitations/implications: The main limitation of the experiment concerns the sample interviewed. As the sample is homogeneous, the results may not be generalizable to other segments. Furthermore, the addition of electroencephalographic devices that monitor brain activity could provide crucial information for understanding consumer behavior during the purchase decision-making process. Practical implications: Eye-tracking methods could be useful for designers and wine producers during the evaluation process of design projects. Originality/value: The use of eye-tracking for evaluating design proposals before placing a product on the market is relatively novel. This method provides objective, quantitative and predictive information on consumer preferences contributing guidelines to designers and marketers during the product conception phase.This research was funded by University of Florence, grant “UNICESV” – Centro Universitario Di Ricerca Per Lo Sviluppo Competitivo Del Settore Vitivinicolo; – Spanish National Research Council (CSIC), grant CSIC Project CASDiMEmerald Group PublishingUniversità degli Studi di FirenzeConsejo Superior de Investigaciones Científicas (España)Consejo Superior de Investigaciones Científicas [https://ror.org/02gfc7t72]2023202320232023info:eu-repo/semantics/articlehttp://purl.org/coar/resource_type/c_6501Publisher's versioninfo:eu-repo/semantics/publishedVersionhttp://hdl.handle.net/10261/336808reponame:DIGITAL.CSIC. Repositorio Institucional del CSICinstname:Consejo Superior de Investigaciones Científicas (CSIC)Ingléshttp://dx.doi.org/10.1108/IJWBR-06-2022-0021Síinfo:eu-repo/semantics/openAccessoai:digital.csic.es:10261/3368082026-05-22T06:33:51Z
dc.title.none.fl_str_mv Wine label design proposals: an eye-tracking study to analyze consumers’ visual attention and preferences
title Wine label design proposals: an eye-tracking study to analyze consumers’ visual attention and preferences
spellingShingle Wine label design proposals: an eye-tracking study to analyze consumers’ visual attention and preferences
Barbierato, Elena
Consumer behavior
Visual attention
Neuromarketing
Eye-tracking
Wine label design
title_short Wine label design proposals: an eye-tracking study to analyze consumers’ visual attention and preferences
title_full Wine label design proposals: an eye-tracking study to analyze consumers’ visual attention and preferences
title_fullStr Wine label design proposals: an eye-tracking study to analyze consumers’ visual attention and preferences
title_full_unstemmed Wine label design proposals: an eye-tracking study to analyze consumers’ visual attention and preferences
title_sort Wine label design proposals: an eye-tracking study to analyze consumers’ visual attention and preferences
dc.creator.none.fl_str_mv Barbierato, Elena
Berti, Danio
Ranfagni, Silvia
Hernández-Álvarez, Luis
Bernetti, Iacopo
author Barbierato, Elena
author_facet Barbierato, Elena
Berti, Danio
Ranfagni, Silvia
Hernández-Álvarez, Luis
Bernetti, Iacopo
author_role author
author2 Berti, Danio
Ranfagni, Silvia
Hernández-Álvarez, Luis
Bernetti, Iacopo
author2_role author
author
author
author
dc.contributor.none.fl_str_mv Università degli Studi di Firenze
Consejo Superior de Investigaciones Científicas (España)
Consejo Superior de Investigaciones Científicas [https://ror.org/02gfc7t72]
dc.subject.none.fl_str_mv Consumer behavior
Visual attention
Neuromarketing
Eye-tracking
Wine label design
topic Consumer behavior
Visual attention
Neuromarketing
Eye-tracking
Wine label design
description 25 páginas, 6 figuras, 6 tablas.
publishDate 2023
dc.date.none.fl_str_mv 2023
2023
2023
2023
dc.type.none.fl_str_mv info:eu-repo/semantics/article
http://purl.org/coar/resource_type/c_6501
Publisher's version
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv http://hdl.handle.net/10261/336808
url http://hdl.handle.net/10261/336808
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv http://dx.doi.org/10.1108/IJWBR-06-2022-0021
Sí
dc.rights.none.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.publisher.none.fl_str_mv Emerald Group Publishing
publisher.none.fl_str_mv Emerald Group Publishing
dc.source.none.fl_str_mv reponame:DIGITAL.CSIC. Repositorio Institucional del CSIC
instname:Consejo Superior de Investigaciones Científicas (CSIC)
instname_str Consejo Superior de Investigaciones Científicas (CSIC)
reponame_str DIGITAL.CSIC. Repositorio Institucional del CSIC
collection DIGITAL.CSIC. Repositorio Institucional del CSIC
repository.name.fl_str_mv
repository.mail.fl_str_mv
_version_ 1869406957837746176
score 15,812455

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