Measuring the Value of Point-of-Purchase Marketing with Commercial Eye-Tracking Data
Measuring the Value of Point-of-Purchase Marketing with Commercial Eye-Tracking Data
Pierre Chandon INSEAD J. Wesley Hutchinson Eric T. Bradlow University of Pennsylvania Scott H. Young Perception Research Services, Inc.
Version: Chandon Hutchinson Bradlow Young chapter 06-30-06.doc
Pierre Chandon is Assistant Professor of Marketing at INSEAD, Boulevard de Constance, 77300 Fontainebleau, France, Tel: +33 (0)1 60 72 49 87, Fax: +33 (0)1 60 74 61 84, email: pierre.chandon@insead.edu. J. Wesley Hutchinson is Stephen J. Heyman Professor and Professor of Marketing at The Wharton School, University of Pennsylvania, 700 Jon M. Huntsman Hall, 3730 Walnut Street, Philadelphia, PA 19104, Tel: (215) 898 6450, email: jwhutch@wharton.upenn.edu. Eric T. Bradlow is the K.P. Chao Professor and Professor of Marketing, Statistics, and Education at The Wharton School, University of Pennsylvania, 700 Jon M. Huntsman Hall, 3730 Walnut Street, Philadelphia, PA 19104, Tel: (215) 898 8255, email: ebradlow@wharton.upenn.edu. Scott H. Young is Vice President, Perception Research Services, Inc. One executive Drive, Fort Lee NJ 07024, Tel: (201) 346 1600, email: syoung@prsresearch.com.
Consumer behavior at the point of purchase is influenced by out-of-store memory-based factors (e.g., brand preferences) and by in-store attention-based factors (e.g., shelf position and number of facings). In today’s cluttered retail environments, creating memory-based consumer pull is not enough; marketers must also create “visual lift” for their brands—that is, incremental consideration caused by in-store visual attention. The problem is that it is currently impossible to precisely measure visual lift. Surveys can easily be conducted to compare pre-store intentions and post-store choices but they do not measure attention. They cannot therefore tell whether ineffective in-store marketing was due to a poor attention-getting ability—“unseen and hence unsold”—or to a poor visual lift—“seen yet still
Pierre Chandon INSEAD J. Wesley Hutchinson Eric T. Bradlow University of Pennsylvania Scott H. Young Perception Research Services, Inc.
Version: Chandon Hutchinson Bradlow Young chapter 06-30-06.doc
Pierre Chandon is Assistant Professor of Marketing at INSEAD, Boulevard de Constance, 77300 Fontainebleau, France, Tel: +33 (0)1 60 72 49 87, Fax: +33 (0)1 60 74 61 84, email: pierre.chandon@insead.edu. J. Wesley Hutchinson is Stephen J. Heyman Professor and Professor of Marketing at The Wharton School, University of Pennsylvania, 700 Jon M. Huntsman Hall, 3730 Walnut Street, Philadelphia, PA 19104, Tel: (215) 898 6450, email: jwhutch@wharton.upenn.edu. Eric T. Bradlow is the K.P. Chao Professor and Professor of Marketing, Statistics, and Education at The Wharton School, University of Pennsylvania, 700 Jon M. Huntsman Hall, 3730 Walnut Street, Philadelphia, PA 19104, Tel: (215) 898 8255, email: ebradlow@wharton.upenn.edu. Scott H. Young is Vice President, Perception Research Services, Inc. One executive Drive, Fort Lee NJ 07024, Tel: (201) 346 1600, email: syoung@prsresearch.com.
Consumer behavior at the point of purchase is influenced by out-of-store memory-based factors (e.g., brand preferences) and by in-store attention-based factors (e.g., shelf position and number of facings). In today’s cluttered retail environments, creating memory-based consumer pull is not enough; marketers must also create “visual lift” for their brands—that is, incremental consideration caused by in-store visual attention. The problem is that it is currently impossible to precisely measure visual lift. Surveys can easily be conducted to compare pre-store intentions and post-store choices but they do not measure attention. They cannot therefore tell whether ineffective in-store marketing was due to a poor attention-getting ability—“unseen and hence unsold”—or to a poor visual lift—“seen yet still
References: 34 POPAI (1997), Consumer Buying Habits Study, Washington DC: Point Of Purchase Advertising Institute