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Asymmetric color perception in the shopping aisle: some implications for merchandising

Pinna, Antonio <1963- > and Pugliatti, Maura and Porcheddu, Daniele (2011) Asymmetric color perception in the shopping aisle: some implications for merchandising. Acta Ophthalmologica, Vol. 89 (s248). eISSN 1755-3768. Article.

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DOI: 10.1111/j.1755-3768.2011.462.x

Abstract

Purpose: To investigate the perception of colored items in the aisle of a virtual store and establish whether it may be affected by their position on shelves.
Methods: 50 apparently healthy, right-handed university students, recruited on a voluntary basis, were included in this study. Inclusion criteria included: 1) visual acuity ≥ 20/20 in each eye; 2) normal color vision; 3) right-handedness, assessed by the Edinburgh inventory; 4) no history of ophthalmic and/or neurological disorders. Each subject was asked to look at 3 series of 18 images each on a plasma screen; the images showed a virtual modern store aisle, as it would be seen by a customer standing at one end in a central position and looking straight ahead. On both sides, the virtual aisle had 5 shelves, each containing 39 items of the same size and shape. In each image, apart from one single colored item, all other items were gray. In each series, the colored item was always of the same color, namely blue, red or green. All colors were monochromatic and had the same level of saturation. To avoid perceptive bias, all the images shown were perfectly symmetrical to the vertical axis. For each image, subjects were asked to locate as quickly as possible the colored item. Correctness and response time of answers were recorded. Statistical analysis was performed by ANOVA.
Results: Statistical analysis showed that the coloured items were perceived significantly more accurately and rapidly when they were located on the left.
Conclusion: Results support the idea of an asymmetric perception of colored items in the shopping aisle, suggesting that item location on store shelves may have important implications for merchandising.

Item Type:Article
ID Code:6898
Status:Published
Refereed:Yes
Uncontrolled Keywords:Color perception, shopping aisle, ANOVA
Subjects:Area 13 - Scienze economiche e statistiche > SECS-P/08 Economia e gestione delle imprese
Area 06 - Scienze mediche > MED/30 Malattie apparato visivo
Area 06 - Scienze mediche > MED/26 Neurologia
Divisions:001 Università di Sassari > 01 Dipartimenti > Neuroscienze, scienze materno infantili
001 Università di Sassari > 01 Dipartimenti > Economia, impresa, regolamentazione
001 Università di Sassari > 01 Dipartimenti > Chirurgia, microchirurgia e specialità medico-chirurgiche
Publisher:Blackwell / Wiley
eISSN:1755-3768
Additional Information:Abstract presented at the European Association for Vision and Eye Research Conference, Crete (Greece), 5-8 October 2011.
Deposited On:28 Dec 2011 13:53

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