Product Images Attracting Attention: Eye-tracking Analysis

다국어 초록 (Multilingual Abstract)

This study examined the impact of various product photo features on the attention of potential consumers in online apparel retailers’ environment. Recently, the method of apparel’s product photo representation in online shopping stores has been changed a lot from the classic product photos in the early days. In order to investigate if this shift is effective in attracting consumers' attention, we examined the related theory and verified its effect through laboratory experiments. In particular, experiment data was collected and analyzed using eye tracking technology. According to the results of this study, it was shown that the product photos with asymmetry are more attractive than symmetrical photos, well emphasized object within a photo more attractive than partially emphasized, smiling faces are more attractive for customer than emotionless and sad, and photos with uncentered models focus more consumer’s attention than photos with model in the center. These results are expected to help design internet shopping stores to gaze more customers’ attention.

참고문헌 (Reference)

1 Frey, K., "Vividness can undermine the persuasiveness of messages" 65 (65): 32-44, 1993

2 Smith, S. M., "Vividness can undermine or enhance message processing : The moderating role of vividness congruency" 26 : 769-779, 2000

3 Ullman, S., "Visual features of intermediate complexity and their use in classification" 5 : 682-687, 2002

4 Dayan, Z., "Visual content: the future of storytelling"

5 Tuch, A. N., "Visual complexity of websites : Effects on users’ experience, physiology, performance, and memory" 67 (67): 703-715, 2009

6 Chen, K, "Visual attention and eye movements"

7 Arapakis, I., "User engagement in online News : Under the scope of sentiment, interest, affect, and gaze" 65 (65): 1988-2005, 2014

8 Sleenhoff, S., "Unravelling emotional viewpoints on a bio-based economy using Q methodology" 24 : 858-877, 2015

9 Novak, T. P., "Toward the development of web measurement standards" 2 (2): 213-246, 1996

10 Pieters, R., "The stopping power of advertising : measures and effects of visual complexity" 74 (74): 48-60, 2010

11 Orendorff, A., "The state of the ecommerce fashion industry: statistics, trends & strategy"

12 James, W., "The principles of psychology (Vol. I)" Harvard University Press 1981

13 Domke, D., "The primes of our times? An examination of the ‘power’ of visual images" 3 (3): 131-159, 2012

14 Nelson, N., "The power of a picture"

15 Howe, N., "The next twenty years: how customer and workforce attitudes will evolve" 41-52, 2007

16 Kim, D., "The interactive effects of colors on visual attention and working memory: In case of images of tourist attractions" 2010

17 Edell, J. A., "The information processing of pictures in print advertisements" 10 (10): 45-61, 1983

18 Phillips, B. J., "The impact of verbal anchoring on consumer response to image ads" 29 (29): 15-24, 2000

19 Cowan, N., "The focus of attention as observed in visual working memory tasks : Making sense of competing claims" 49 (49): 1401-1406, 2011

20 Kim, M., "The effects of visual and verbal information on attitudes and purchase intentions in internet shopping" 25 (25): 146-178, 2008

21 Smith, R. A., "The effects of visual and verbal advertising information on consumers’ inferences" 20 (20): 13-24, 1991

22 Mitchell, A. A., "The effect of verbal and visual components of advertisements on brand attitudes and attitude toward the advertisement" 13 (13): 12-24, 1986

23 Haxby, J. V., "The distributed human neural system for face perception" 4 (4): 223-233, 2000

24 O’Brien, H. L., "The development and evaluation of a survey to measure user engagement" 61 (61): 50-69, 2010

25 Zhang, T., "The aesthetic appeal of depth of field in photographs" 81-86, 2014

26 Datta, R., "Studying aesthetics in photographic images using a computational approach" Springer 3953 : 2006

27 Busch, N. A., "Spontaneous EEG oscillations reveal periodic sampling of visual attention" 107 (107): 16048-16053, 2010

28 Robey, R., "Sphericity tests and repeated measures data" 143 : 35-, 1987

29 Buschman, T. J., "Serial, covert shifts of attention during visual search are reflected by the frontal eye fields and correlated with population oscillations" 63 (63): 386-396, 2009

30 Krishnan, G, "Selecting the best artwork for videos through A/B testing"

31 Noton, D., "Scanpaths in saccadic eye movements while viewing and recognizing patterns" 11 : 929-942, 1971

32 Fiebelkorn, I. C., "Rhythmic sampling within and between objects despite sustained attention at a cued location" 23 : 2553-2558, 2013

33 Agrawal, A, "Rating Image Aesthetics Using a Crowd Sourcing Approach" Springer 8334 : 2013

34 Kolbow-Lehradt, B, "Piv imaging, photo and imaging market"

35 Miniard, P. W., "Picture-based persuasion processes and the moderating role of involvement" 18 (18): 92-107, 1991

36 Heyman, S., "Photos, photos everywhere"

37 Carren, J., "Photography Composition: 12Composition Rules for Your Photos to Shine" CreateSpace Independent Publishing Platform 2015

38 Kong, S., "Photo aesthetics ranking network with attributes and content adaptation. Lecture Notes in Computer Science" 662-679, 2016

39 Park, K., "Personalized Image Aesthetic Quality Assessment by Joint Regression and Ranking" 2017

40 Broadbent, D. E., "Perception and communication" Pergamon Press 1958

41 Pieters, R., "Optimal feature advertising design under competitive clutter" 53 (53): 1815-1828, 2007

42 Kirmani, A., "No pain, no gain : a critical review of the literature on signaling unobservable product quality" 64 (64): 66-79, 2000

43 Cerosaletti, C. D., "Measuring the perceived aesthetic quality of photographic images" 2009

44 Schmitt, B. H., "Marketing aesthetics: The strategic management of brands, identity, and image" The Free Press 1997

45 Malu, G., "Learning photography aesthetics with deep CNNs" 2017

46 Zakrewsky, S., "Item popularity prediction in e-commerce using image quality feature vectors" Published in ArXiv 2016

47 Murdoch, P., "Industrial Design in Engineering" The Design Council 105-131, 1983

48 Gilani, S. O., "Impact of image appeal on visual attention during photo triaging" 231-235, 2013

49 Schultz, T., "Images that engage people with sustainable urban water management" 40 (40): 199-227, 2018

50 Von Helmholtz, H., "Handbuch der Physiologischen Optik (Treatise on Physiological Optics), Vol. III" The Optical Society of America 1925

51 Treisman, A., "Features and objects in visual processing" 255 (255): 114-, 1986

52 Bakhshi, S., "Faces engage us: Photos with faces attract more likes and comments on instagram" 2014

53 Magdalena, B., "Eye-tracking metrics in perception and visual attention research" 16 (16): 11-23, 2017

54 Yarbus, A. L., "Eye movements and vision" Plenum Press 1967

55 Duchowski, A. T., "Eye Tracking Methodology" Springer 2017

56 Bassett, D, "Engagement as visual attention: A new story for publishers. Session 6 - Audience Engagement: The Next Generation"

57 Cass, N., "Emotions and rationality: The characterization and evaluation of opposition to renewable energy projects" 2 (2): 62-69, 2009

58 Teixeira, T., "Emotion-induced engagement in internet video advertisements" 49 (49): 144-159, 2012

59 Lutz, K. A., "Effects of interactive imagery on learning : Application to advertising" 62 (62): 493-, 1997

60 Field, A., "Discovering statistics using SPSS" SAGE Publications Ltd 2017

61 Lauer, D. A., "Design Basics" Holt, Rinehart and Winston 1979

62 Redi, J. A., "Crowdsourcing-based multimedia subjective evaluations: A case study on image recognizability and aesthetic appeal" 29-34, 2013

63 Luo, W., "Content-based photo quality assessment" 2011

64 Brodie, R. J., "Consumer engagement in a virtual brand community : An exploratory analysis" 66 (66): 105-114, 2011

65 Morton, J., "Conspec and conlern : A two-process theory of infant face recognition" 98 : 164-181, 1991

66 Childers, T. L., "Conditions for a picture-superiority effect on consumer memory" 11 (11): 643-654, 1984

67 Wu, K., "Complexity or simplicity? Designing product pictures for advertising in online marketplaces" 28 : 17-27, 2016

68 Matlin, M. W., "Cognition" Harcourt Brace 1994

69 Siahaan, E., "Beauty is in the scale of the beholder: Comparison of methodologies for the subjective assessment of image aesthetic appeal" 2014

70 Landau, A. N., "Attention samples stimuli rhythmically" 22 : 1000-1004, 2012

71 Posner, M. I., "Attention and the detection of signals" 109 (109): 160-174, 1980

72 Deutsch, J. A., "Attention : Some theoretical considerations" 70 (70): 80-90, 1963

73 Chandrashekar, A, "Artwork Personalization at Netflix"

74 Unnava, H. R., "An imagery-processing view of the role of pictures in print advertisements" 226-231, 1991

75 Li, C., "Aesthetic visual quality assessment of paintings" 3 (3): 236-252, 2009

76 Lee, D., "Advertising content and consumer engagement on social media : Evidence from Facebook" 64 (64): 4967-5460, 2017

77 Riley, M., "AVA: The Art and Science of Image Discovery at Netflix"

78 Murray, N., "AVA: A large-scale database for aesthetic visual analysis" 2408-2415, 2012

79 Edwards, J., "ASOS changed its website and people have mixed feelings"

80 Siahaan, E., "A reliable methodology to collect ground truth data of image aesthetic appeal" 18 (18): 1338-1350, 2016

81 Bhattacharya, S., "A framework for photo-quality assessment and enhancement based on visual aesthetics. Proc" 271-280, 2010

82 Treisman, A., "A feature integration theory of attention" 12 : 97-136, 1980

83 Gibson, J. J., "A critical review of the concept of set in contemporary experimental psychology" 38 (38): 781-817, 1941