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Come percepiamo i display incompleti nei punti vendita?
Titolo Rivista: MERCATI E COMPETITIVITÀ 
Autori/Curatori: Daniele Porcheddu 
Anno di pubblicazione:  2013 Fascicolo: 4 Lingua: Italiano 
Numero pagine:  23 P. 59-81 Dimensione file:  973 KB
DOI:  10.3280/MC2013-004004
Il DOI è il codice a barre della proprietà intellettuale: per saperne di più:  clicca qui   qui 


In questo studio valutiamo l’esistenza di un fenomeno di asimmetria percettiva dei consumatori rispetto al grado di incompletezza dei display nei punti vendita. 159 soggetti destrorsi sono stati coinvolti in un esperimento di laboratorio che prevedeva l’esposizione ad immagini che, in visione frontale o prospettica, mettevano a confronto due display, uno alla sinistra e l’altro alla destra dell’osservatore. I partecipanti dovevano individuare di volta in volta, in condizioni di free-viewing, il più rapidamente ed accuratamente possibile, il display più incompleto. Il test ha evidenziato che le persone tendono a percepire come maggiormente incompleto il display alla propria sinistra, benché, nella realtà, le risposte corrette al task fossero equidistribuite tra sinistra e destra. Tale bias verso sinistra è consistente con le predizioni della Teoria della attivazione selettiva dell’emisfero cerebrale destro.


Keywords: Approccio free-viewing, corsia virtuale, incompletezza del display, percezione asimmetrica, posizionamento del display, teoria della lateralizzazione emisferica cerebrale.
Jel Code: M31

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  1. Antonio Usai, Daniele Porcheddu, Veronica Scuotto, Jean-Paul Susini, Converting Shelf-Based Scarcity into Innovation by Adopting Customer-Focused Innovation Approach in Journal of the Knowledge Economy /2020 pp. 70, DOI: 10.1007/s13132-018-0536-y

Daniele Porcheddu, in "MERCATI E COMPETITIVITÀ" 4/2013, pp. 59-81, DOI:10.3280/MC2013-004004

   

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