Seeing is not necessarily liking: Advancing research on package design with eye-tracking

• Main Authors: Melika Husić-Mehmedović, Ismir Omeragić, Zenel Batagelj, Tomaž Kolar
• Other Authors: University of Sarajevo
• Format: Article
• Published: 2018
• Subjects: Business, Management and Accounting
• Online Access: https://repository.li.mahidol.ac.th/handle/123456789/42096
• Institution: Mahidol University

© 2017 Elsevier Inc. This paper contributes to the package design research by proposing and verifying process-based framework that explain how various package features affect customers visual attention. An exploratory study was carried out in virtual settings, deploying eye-tracking methodology in c...