Even if many people acknowledge
that food placement can attract
attention, they think that
those who respond to impulse
marketing simply lack self-control
and should learn how to resist
such marketing strategies. Yet
research using eye-tracking equipment
has shown that the attention
drawn by special displays,particularly on the ends of aisles,
has more to do with the display
characteristics than with the
goals and capacities of individual
people.3 Something about the arrangements
and the edges of
such displays compels a response.
Marketers carefully pretest their
promotional displays and often
use the same sophisticated eyetracking