Supermarkets have implemented different solutions and different tricks over the years to make consumers buy more or buy from them. Neuromarketing in the supermarket has led those responsible for these establishments to change how we smell – and where we do it – to make us buy more, to arrange colors and distribution so that they lead us to make certain purchasing decisions or modify the arrangement of the products. products on the shelves to push us to choose one brand over the other.

Until now there was a kind of indisputable rule on how to get the consumer’s attention when placing a product. If you wanted to be the chosen one, you had to position yourself at the level of the customer’s eyes. That is, the winning product was going to  be Ghana WhatsApp Number List  the one that was seen at first glance. But a study just published in the Journal of Consumer Research just added a new factor to how the arrangement of products on the shelves affects purchasing decisions. It is no longer just a matter of whether or not the product has to be at first sight or in a prominent position: how we move our eyes when we see it also affects the perception we will have of it.

Thus, the study concludes that it is not the same if you are looking up as if you are looking down. The perception of the product in question will be modified by the direction of the gaze.

The study has analyzed the purchasing decisions of a group of consumers who were forced to choose a printer. The options were limited to two models. One had been marked as very reliable (somewhat specific, as you recall in the study) and the other as the much more generic of great quality. Consumers who looked down while viewing the product shelf were left with the reliable printer. Those looking up got the high-quality one.

Why has this happened? It actually has to do with how consumers of each type of dominant gaze behave. Consumers who tend to look down are much more observant and are much more used to looking at detail, which is why they value details more than those who look up. These, in addition, usually have a broader perspective and therefore are also broader in scope at the time of purchase.

That is to say, something as innocuous as the direction of the gaze is actually a sign of what the personality of each of the consumers is like and an element that allows us to understand them and offer them the products as they want or expect.

Other applications of the study But the study can not only be applied to understand how each of the dominant personalities, so to speak, buy, but it also affects purchasing decisions and the stimuli that drive them on many more levels.

Thus, the study has also pointed out that the favorite brand is usually bought more when looking down, which means that the strategy to get consumers to get new products is not as efficient as it seems.

The products of the brands that are trying to gain a new niche in the market and be more competitive tend to be positioned in the lower positions of the shelves (where consumers who buy retail and prefer their favorite brands look, while those who have more breadth of sights look up). In this way, the market leader – who, as the study recalls, is usually the favorite brand and who is usually positioned in the most visible position for everyone – does not see his position threatened.

The conclusions of the study can be applied not only to how products are placed on the shelves but also to other elements that energize the shopping experience, such as advertisements. Brands are going to have to start taking into account that the different positions of the store are seen by different types of consumers and the ads that hang from the ceiling and those that stick to the floor cannot therefore be the same.

And, in reality, this information should not only be applied to physical stores and real shelves: how consumers look also affects electronic commerce and it is also necessary to take into account who is going to look according to which part of the screen to make decisions about purchase.

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