...Elena Barbierato; Danio Berti; Silvia Ranfagni; Luis Hernández-Álvarez; Iacopo Bernetti Purpose The main purpose of this study is to analyze how consumers’ visual attention to wine label design correlates with their preferences. Accordingly, this study uses quantitative eye-tracking metrics...

... capture attention and determine what people look at during a CDE by measuring their visual attention. Eye-tracking is considered the optimal method for measuring visual attention (Karmarkar and Plassmann, 2019). Scott et al. (2019) reviewed eye-tracking methodology in tourism research finding...

... of interest and value in the perception of wine bottle design choices. Design/methodology/approach The experiment combined implicit eye-tracking observations and a quantitative measurement on the assessment on wine bottle designs. In total, 37 participants rated eight different wine bottle designs based...

...-consumption). For each scenario, individuals’ attention, perceptions of quality, desire and purchase intentions were recorded. Findings Data from eye-tracking shows that, during the purchase process, the amount of attention given to a bottle is determinant of individuals’ purchase intentions...

... by the same studio but excluded from the market. Design/methodology/approach Infrared eye-tracking was used to measure the amount of time spent on a specific label among four that were simultaneously shown on the computer screen. Participants also made explicit decisions about preferred labels...