GAINESVILLE, Fla. – Picture this: Researchers ask you to sit and gaze at plants from a retail store’s garden display. You look at a computer screen, which tracks how long your eyes take to focus on a visual cue and how long you fixate on it.
Those cues can include what the plant looks like, a price tag or how it was grown.
With results of a new national study, researchers now know that computer software allows researchers to link eye movements to the plants people buy, a finding that can tell retailers more about how to use signs to lure potential buyers. Those are important issues for retailers and consumers nationally, but particularly in Florida, where the environmental horticulture industry generates about $12 billion a year, according to University of Florida estimates.
Hayk Khachatryan, a UF assistant professor in food and resource economics, helped conduct the study. Researchers wanted to understand how visual behavior could influence purchasing choices. They studied consumers’ choices as project participants viewed signs showing several plant attributes. For example, the plants might have been grown using water-saving or energy-saving techniques.
“Investigating the link between consumers’ visual behavior and their preferences can significantly improve our understanding of the effects of marketing practices that use visual cues to attract more consumers,” said Khachatryan, who’s based at the Mid-Florida Research and Education Center in Apopka, which is part of the Institute of Food and Agricultural Sciences.