Szakál, Dorina and Fekete-Frojimovics, Zsófia and Bin Zulkarnain, Abdul Hannan and Rozgonyi, Erik and Fehér, Orsolya (2023) Do we pay more attention to the label that is considered more expensive? Eye-tracking analysis of different wine varieties. PROGRESS IN AGRICULTURAL ENGINEERING SCIENCES, 19 (1). pp. 35-50. ISSN 1786-335X
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Abstract
In our study, using a combination of eye-tracking parameter analysis and the van Westendorp method, we investigate whether participants pay more attention to products that they perceive as more expensive or to those that they prefer in the ranking process. The experiment involved 50 participants, a questionnaire with ranking and pricing tasks, and an eye-tracking measurement. Three wine varieties (Irsai Olivér, Rosé and Merlot-Shiraz) and three different label alternatives were tested. When comparing the results of the ranking and the pricing tasks, the product that is considered more expensive is not always the one that is most appealing to the participants. If we compare the results from the analysis of the eye-tracking parameters and the pricing, we can say that in all cases the labels that received the most visual attention were those that were priced more expensively by the participants.
| Item Type: | Article |
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| Additional Information: | Department of Hospitality, Faculty of Commerce, Hospitality and Tourism, Budapest Business University, Alkotmány utca 9-11, Budapest, H-1045, Hungary Institute of Food Science and Technology, Hungarian University of Agriculture and Life Sciences, Villányi út 29-31, Budapest, H-1118, Hungary Institute of Agribusiness, Hungarian University of Agriculture and Life Sciences, Villányi út 29-31, Budapest, H-1118, Hungary Export Date: 7 November 2023 Correspondence Address: Szakál, D.; Department of Hospitality, Alkotmány utca 9-11, Hungary; email: szakal.dorina@uni-bge.hu Funding details: Magyar Agrár- és Élettudományi Egyetem, MATE Funding details: Nemzeti Kutatási, Fejlesztési és Innovaciós Alap, NKFIA Funding details: Innovációs és Technológiai Minisztérium Funding text 1: Dorina Szakál thanks the support of the Doctoral School of Economic and Regional Sciences, Hungarian University of Agriculture and Life Sciences. Abdul Hannan Bin Zulkarnain thanks the support of the Doctoral School of Food Sciences. Supported by the ÚNKP-22-3-I New National Excellence Program of the Ministry for Innovation and Technology from the source of the National Research, Development and Innovation Fund. |
| Uncontrolled Keywords: | eye-tracker; van Westendorp method; eye-movement; pricing |
| Subjects: | S Agriculture / mezőgazdaság > S1 Agriculture (General) / mezőgazdaság általában T Technology / alkalmazott, műszaki tudományok > T2 Technology (General) / műszaki tudományok általában |
| SWORD Depositor: | MTMT SWORD |
| Depositing User: | MTMT SWORD |
| Date Deposited: | 22 Feb 2024 10:53 |
| Last Modified: | 22 Feb 2024 10:53 |
| URI: | https://real.mtak.hu/id/eprint/188753 |
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