Visual Attention to Novel Products – Cross-Cultural Insights From Physiological Data

Isabella Rinklin, Marco Hubert*, Monika Koller, Peter Kenning

*Korrespondierende*r Autor*in für diese Arbeit

Publikation: Wissenschaftliche FachzeitschriftOriginalbeitrag in FachzeitschriftBegutachtung


The study aims to investigate visual attention and perceived attractiveness to known versus unknown (novel) products above and beyond self-report applying physiological methods. A cross-cultural exploratory approach allows for comparing results gathered in the United States and China. We collected field data on physiological parameters accompanied by behavioral data. Mobile eye-tracking was employed to capture attention by measuring gaze parameters and electrodermal activity serves as indicator for arousal at an unconscious level. A traditional scale approach measuring perceived attractiveness of known versus novel products provide insights at a conscious level. US-American and Chinese consumers in our sample indeed process novel products differently. This can be observed at an unconscious and conscious level. Different gaze movements and arousal levels are observed at an unconscious level. Regarding behavioral data, the level of vertical orientation shapes the perceived attractiveness of novel products at a conscious level. The study showcases how physiological methods complement behavioral ones when investigating visual attention to products. It underlines varying conscious as well as unconscious visual attention and attractiveness ratings comparing known versus novel products, driven by cultural differences. Data from a field setting further enrich the implications derived for new product development and applied marketing.

FachzeitschriftFrontiers in Psychology
PublikationsstatusVeröffentlicht - 8 Sept. 2022

Bibliographische Notiz

Funding Information:
IR received funding of personnel and travel costs for her Ph.D. from AUDI AG. The authors declare that for this study, AUDI AG. did not influence the study design, collection, analysis, interpretation of data, the writing of this article or the decision to submit it for publication. Studies were planned and applied according to standard rules of freedom in research.

Publisher Copyright:
Copyright © 2022 Rinklin, Hubert, Koller and Kenning.