Assessing Effect of POP Advertising on Decision Making of Product Purchase in Supermarket

This study aims to examine an appropriate experimental design for the verification of effect of point-of-purchase (POP) advertising on product choice in supermarket through preliminary experiments using eye-tracking. In existing studies on POP advertising, their experimental designs have not been sufficient to consider influence of advertising types and product categories. In this study, preliminary experiments are performed in consideration of combinations with several types of POP advertising and some product categories. And then, this study compares effect of each POP advertising type on customer's eye movements and product choice. In this way, elements of required for experimental design to verify the effect of POP advertising is examined.