نویسندگان
1 دانشجوی دکتری مدیریت بازرگانی، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران
2 استاد،گروه مدیریت، دانشکدۀ علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران
3 استادیار پژوهشکده علوم شناختی و مغز، دانشگاه شهید بهشتی، تهران، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
In the current study, an eye tracking device was applied in assessing the attraction rate of Pegah (in two modes: with and without a necklace), Vivan, Sarbona, Asayessh and Dahati camel dough brands. In this study, 30 students and staff from the Shahid Beheshti University participated in the experiment. Participants were randomly selected to perform one of the "restaurant or health clinic" tasks. The results indicate that in the Diet and Health Clinic task, visual attention was mostly focused on Pegah brand (with necklace) among the 5 different brands. Same results hold for Vivan brand in the Restaurant task. As to without applying the necklace, in Diet and Health Clinic task, visual attention was focus on Pegah and Dahati brands. Same results hold for Sarbona and Dahati brands in the Restaurant task. The coefficients of logistic regression model indicate a significant relationship between the duration of fixation and the final selection of products.
کلیدواژهها [English]