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Dive into the research topics where Anne Odile Peschel is active.

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Featured researches published by Anne Odile Peschel.


Frontiers in Psychology | 2013

A review of the findings and theories on surface size effects on visual attention

Anne Odile Peschel; Jacob L. Orquin

That surface size has an impact on attention has been well-known in advertising research for almost a century; however, theoretical accounts of this effect have been sparse. To address this issue, we review studies on surface size effects on eye movements in this paper. While most studies find that large objects are more likely to be fixated, receive more fixations, and are fixated faster than small objects, a comprehensive explanation of this effect is still lacking. To bridge the theoretical gap, we relate the findings from this review to three theories of surface size effects suggested in the literature: a linear model based on the assumption of random fixations (Lohse, 1997), a theory of surface size as visual saliency (Pieters etal., 2007), and a theory based on competition for attention (CA; Janiszewski, 1998). We furthermore suggest a fourth model – demand for attention – which we derive from the theory of CA by revising the underlying model assumptions. In order to test the models against each other, we reanalyze data from an eye tracking study investigating surface size and saliency effects on attention. The reanalysis revealed little support for the first three theories while the demand for attention model showed a much better alignment with the data. We conclude that surface size effects may best be explained as an increase in object signal strength which depends on object size, number of objects in the visual scene, and object distance to the center of the scene. Our findings suggest that advertisers should take into account how objects in the visual scene interact in order to optimize attention to, for instance, brands and logos.


Appetite | 2019

Increasing consumers' attention capture and food choice through bottom-up effects

Anne Odile Peschel; Jacob L. Orquin; Simone Mueller Loose

To guide consumers in their decision process, especially food products often carry labels indicating production method or nutritional content. However, past research shows that many labels are rarely attended to in the consumers decision process. In order to enhance the effectiveness of such labels and to increase choice likelihood of labeled products, the label must capture attention. We address the question of how a single label on the product packaging can capture attention through bottom-up effects and increase choice through increased attention capture. To this end, we conducted a combined eye tracking and choice experiment manipulating the surface size and visual saliency - the two most important bottom-up effects on attention - of the Danish organic label across three food product categories. Results show a strong and significant increase in attention capture towards a larger and more visually salient label. Most importantly, the effect of attention capture carried over into increased choice likelihood. Both marketers and policy makers might benefit from this approach, which provides directions for designing product labels that can influence attention capture and product choice.


Food Quality and Preference | 2013

Quantifying effects of convenience and product packaging on consumer preferences and market share of seafood products: The case of oysters

Simone Mueller Loose; Anne Odile Peschel; Carola Grebitus


Ecological Economics | 2017

Multi-Product Category Choices Labeled for Ecological Footprints: Exploring Psychographics and Evolved Psychological Biases for Characterizing Latent Consumer Classes

Barbara Steiner; Anne Odile Peschel; Carola Grebitus


2012 Annual Meeting, August 12-14, 2012, Seattle, Washington | 2012

Influence of convenience on healthy food choice: The case of seafood

Simone Mueller Loose; Anne Odile Peschel; Carola Grebitus


Agribusiness | 2018

Voluntary food labeling: The additive effect of “free from” labels and region of origin

Carola Grebitus; Anne Odile Peschel; Renée Shaw Hughner


Journal of Socio-economics | 2016

Explaining the use of attribute cut-off values in decision making by means of involvement

Anne Odile Peschel; Carola Grebitus; Gregory Colson; Wuyang Hu


2016 International European Forum, February 15-19, 2016, Innsbruck-Igls, Austria | 2016

Reference Price Formation for Product Innovations – the Role of Consistent Price-Value-Relationships

Anne Odile Peschel; Stephan Zielke; Joachim Scholderer


Food Quality and Preference | 2019

Consumers’ categorization of food ingredients: Do consumers perceive them as ‘clean label’ producers expect? An exploration with projective mapping

Jessica Aschemann-Witzel; Paula Varela; Anne Odile Peschel


ACR North American Advances | 2017

18-F: Redeeming Guilty Pleasures - Sustainable Consumption ACRoss Vice and Virtue Categories

Anne Odile Peschel; Jessica Aschemann-Witzel

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Wuyang Hu

University of Kentucky

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Bodo Steiner

University of Southern Denmark

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