چکیده:
A logo epitomizes a brand and depicts the picture of a product; consequently, attention, as an initial step of the AIDA model, to the logo is a good-looking index to survey the cognitive processing during consumers’ decision-making. Eye tracker extracts the visual attention data. For these reasons and appreciated from fixation duration, in the present study, the process of visual attention to the logo of a brand during decision-making was studied. To analyze the effects of the popularity of a brand on consumers’ decision-making, visual attention of 53 undergraduate students was studied. The brands were selected from two categories of beverages: soft drinks and non-alcoholic beers. Prior to the test, the participants had declared their favorite categories. The results showed that 75% of the participants selected a popular brand of their unfavorite categories. On the other hand, the difference of fixation duration between logos of popular and unknown brands did not directly relate to the choices of the participants. Therefore, these results did not correspond with the AIDA model. Additionally, cognitive processing toward the unknown brands’ logos was more than the popular brands’ logos. Moreover, the consumers who changed their decision were subjected to more cognitive processing compared to the consumers who insisted on their selection. In contrast to the AIDA model which implies that decision-making is triggered by attention, the present study indicated that decision making can also be influenced by the popularity of the brand. This can be due to optimization of the working memory usage by the brain. Finally, these results could be helpful in creating a new brand. According to the AIDA model, the more attractive logo and package of the brand, the more chance for being selected by the customers. However, our findings emphasize the importance of the popularity of the brand.
خلاصه ماشینی:
Visual attention to the Logos of Popular and Unknown Brands: An Eye-tracking Study during Decision-making Younos Vakil Alroaia* / *Corresponding Author, Assistant Prof.
br / Abstract A logo epitomizes a brand and depicts the picture of a product; consequently, attention, as an initial step of the AIDA model, to the logo is a good-looking index to survey the cognitive processing during consumers’ decision-making.
To analyze the effects of the popularity of a brand on consumers’ decision-making, visual attention of 53 undergraduate students was studied.
Usually, brands and marketing contents have been systematically used to expose and to arouse emotions that encourage desired consumer responses; while there is a small stream of researches who study how different emotions integrate together to influence decision- making (Achar, So, Agrawal, & Duhachek, 2016).
Consequently, marketers increasingly use brand popularity statements in attempts to influence consumers’ purchase decisions(Francisco-Maffezzolli, Semprebon, & Muller Prado, 2014; Magnini, Karande, Singal, & Kim, 2013).
In this research, to analyze the effects of the popularity of a brand on consumers’ decision-making, the visual attention to the logos of popular and unknown brands are studied.
To reach this aim, the duration of fixation to logos of brands was measured as a visual factor that is effective on the consumers’ decision- making and cognitive process.
During decision-making, the popularity of a brand makes a significant difference in the duration of the fixation of consumers when they pay attention to unknown and favorite brands’ logos.
Visual attention to the Logos of Popular and Unknown Brands: An Eye-tracking Study during Decision-making.