The position of point-of-purchase advertising: neuromarketing aspect
The impact of a position of point-of-purchase advertising on consumer behavior is being analyzed in the article. The intensifying consumers’ speed of life leads to a situation when an attention paid to organizations’ messages is decreasing, and conquering advertising clutter is becoming more complex. Organizations invest in advertising which occurs to be ineffective, even remains unnoticed because of a wrongly chosen position. The scientific researches reveal that consumers evaluate point-of-purchase advertising positively; however, the scientific substantiation for a proper choice of its position is scarce. The aim of this article is to determine the most consumer attention grabbing positions of point of purchase advertisements. While achieving the aim of the article, eyetracking experiment is provided using a mobile eye-tracking video system which records eye-gaze data. The research revealed that in order to increase the effectiveness of point-of-purchase advertising, the most proper position is in the left side; moreover, there is no statistically significant difference between consumers’ visual attention to advertisements on their right an in the center.
JEL Codes: M31, M39.
Article in: English
Published on-line: 2016-12-19
Keyword(s): neuromarketing, eye-tracking, advertising effectiveness, point-of-purchase advertising (POPA)
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Management Theory and Studies for Rural Business and Infrastructure Development eISSN 2345-0355
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