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Front of pack symmetry influences visual attention

Abstract : This paper investigates the impact on visual attention of a symmetrical versus an asymmetrical arrangement on the front of pack (FOP) of FMCGs. The authors conducted a laboratory experiment using an eye-tracking method. Two FOPs were designed for each product category (orange juice, chocolate bars, pasta and biscuits). In one version the information items were arranged symmetrically around a vertical axis, and in another they were asymmetrically arranged. The findings show that symmetry influences viewers' attention, first by influencing the visual attention paid to the entire FOP and, second, by its impact on the capacity of specific FOP areas to capture and hold visual attention.
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https://halshs.archives-ouvertes.fr/halshs-02408234
Contributor : Anne l'Azou <>
Submitted on : Thursday, December 12, 2019 - 10:11:36 PM
Last modification on : Friday, January 31, 2020 - 1:05:27 PM

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S. Lacoste-Badie, Arnaud Bigoin-Gagnan, Olivier Droulers. Front of pack symmetry influences visual attention. Journal of Retailing and Consumer Services, Elsevier, 2020, 54, pp.102000. ⟨10.1016/j.jretconser.2019.102000⟩. ⟨halshs-02408234⟩

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