Search results

To cope with the complexity of modern retail stores and personal time constraints, shoppers must be selective in processing information. During a typical shopping trip, they visit only a fraction of a store’s departments and categories, examine a small subset of the available products, and often make selections in just a few seconds. New research techniques can help marketers understand how customers allocate their attention and assess the impact of in-store factors on shopper behavior. This chapter summarizes studies using observational research, virtual reality simulations, and eye tracking to identify the drivers of shopper attention, product engagement, and purchase conversion. These include shopper goals; product assortment, package appearance, price, and merchandising; shelf space allocation, organization, and adjacencies; and salesperson interaction. The research reveals that small changes in a product’s appearance and presentation can have a powerful impact on consideration and choice.

This study investigated the design of three online public library catalogs in light of the cognitive ability and success of children ages five to eight.

A quasi-experimental approach was employed to examine the influence of system design on children’s searching strategies and search success. Interviews were used to explore children’s rationale for using icons and taxonomies in the catalogs. Fifty one children from one public library participated in this study. Inferential statistics were utilized to whether significant differences existed between use of the catalogs and the children’s success in finding information.

Use of images and text were helpful in searching the catalogs. Results of the ANOVA test indicated no significant difference among children’s searching success rates and the three catalogs. Additionally, the participants misidentified representations used in icons in all three catalogs and created valid search paths that did not produce results. There was a disconnect between the children’s cognitive abilities and the design representations of the three catalogs.

The study took place in one location, thus one should not overgeneralize the findings. Use of assigned tasks may have affected children’s success rates. Children’s searching using printed cards of display screens from the three catalogs instead of real-time interaction with them is also a limitation.

Because of the children’s reliance on images, the choice of visual representations is crucial to successful searching. Interface designers should involve young users in the design of today’s online catalogs. They should also consider new forms of representations such as auditory icons, verbal mouse overs, and zooms.

In addition to addressing the need for research on young children’s information seeking and use of online catalogs in public libraries, this research focuses on the need for an additional layer of visual representation and highlights flaws in currently used catalog designs.