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White Paper: Visual Attention to In-Store Marketing The Role of Secondary Packaging in Brand Awareness « White Paper « Industry Resources « Downloads
|Date posted||December 3, 2013|
|Categories||White Paper, Industry Resources|
This white paper examines if brand awareness and purchase intent is increased if the secondary packaging displays is integrated with the in-store marketing program.
Conducted at the Clemson University CUshopTM lab, a custom shopping environment designed to test consumer behavior, 101 shoppers participated. Each shopper wore eye tracking gear and was provided a list of items to shop.
Through eye tracking analysis it was found that unique secondary packaging designed to match the in-store marketing message increased brand awareness.