Színek és figyelem az FMCG kiskereskedelemben
Polccímkén megjelenő új információk szemkamerás vizsgálata
DOI:
https://doi.org/10.14267/VEZTUD.2026.01.02Kulcsszavak:
tekintetkövetés, szemkamera, kísérlet, in-store vizsgálat, kérdőív, polccímke, színekAbsztrakt
A modern bolti környezetnek köszönhetően a vásárlás mára egyre intenzívebb érzékszervi és érzelmi élménnyé válik a fogyasztók számára. Éppen ezért fontos annak vizsgálata is, hogy ezek az ingerek milyen hatással vannak a vásárlók döntéseire, melyeket jelentős részben tudattalanul hoznak meg. A kutatás szempontjából különösen nagy jelentősége van a vizuális ingereknek és a feldolgozásuk hátterében álló neurobiológiai folyamatoknak, melyeket tekintetkövetéses módszertannal vizsgáltak a szerzők. Az általuk elvégzett, 90 fős mintát (3 csoportot) érintő szemkamerás kísérlet eredményei arra mutatnak rá, hogy a bolti környezetben, a polcon megjelenő plusz információk átadásában nagy jelentőségük van a színeknek. A vizsgálatba bevont ingeranyagok közül a színekkel is jelölt információ volt képes szignifikáns változást elérni az információfeldolgozással töltött időben.
HELYESBÍTÉS: https://journals.lib.uni-corvinus.hu/index.php/vezetestudomany/article/view/2405/1879
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