Visual elements and metrics for fresh counter vs other seafood categories (aggregated over refrigerated, frozen and canned)
| Area of interest (AOI) | Share of participants who viewed (%) * | Share of total time spent (%) *, fixation duration |
|---|---|---|
| Fresh counter | ||
| Product | 100.0 | 63.1 |
| Price and name§ | 100.0 | 29.4 |
| Bömlo brochure | 76.2 | 2.7 |
| MSC brochure | 90.5 | 2.4 |
| Recipes | 42.9 | 2.3 |
| Other seafood categories (refrigerated, frozen and canned) | ||
| Product imagery | 100.0 | 48.3 |
| Price | 93.7 | 27.3 |
| Product name | 100.0 | 20.7 |
| Product information | 37.5 | 2.0 |
| Certification | 31.2 | 1.7 |
| Area of interest (AOI) | Share of participants who viewed (%) * | Share of total time spent (%) *, fixation duration |
|---|---|---|
| Product | 100.0 | 63.1 |
| Price and name§ | 100.0 | 29.4 |
| Bömlo brochure | 76.2 | 2.7 |
| MSC brochure | 90.5 | 2.4 |
| Recipes | 42.9 | 2.3 |
| Product imagery | 100.0 | 48.3 |
| Price | 93.7 | 27.3 |
| Product name | 100.0 | 20.7 |
| Product information | 37.5 | 2.0 |
| Certification | 31.2 | 1.7 |
Note(s): *These numbers are rounded and do not sum to 100
§ Note that at the fresh counter, the “price and name” tag did not facilitate distinguishing between these two elements due to its small size, and also included production method information as well as, in some cases, the MSC acronym
Source(s): Authors work