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Factors Affecting Perception

Factors Affecting Perception

Perception is influenced by perceptual set, context, motivation, and emotion. Perceptual set, or perceptual expectancy, refers to the tendency to perceive things in a particular way, influenced by previous experiences and expectations. This phenomenon affects the interpretation of stimuli, creating a set of mental tendencies and assumptions that impact sensory perceptions of sound, taste, touch, and sight.
An illustrative example of a perceptual set is the scenario where an airline pilot told...

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Factors Affecting Human Visual Behavior and Preference for Sneakers: An Eye-Tracking Study.

Zihao Chen¹, Wenfang Song¹

¹School of Art and Design, Guangdong University of Technology, Guangzhou, China.

Frontiers in Psychology

|June 30, 2022

Summary

Online shoppers focus on sneaker shoelaces and vamps. Visual attention to these areas, and preferences for specific styles and materials, vary by gender and professional background.

Keywords:

education background eye-tracking gender effect preference sneaker design visual behavior

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Area of Science:

Consumer Behavior
Human-Computer Interaction
Fashion Merchandising

Background:

Online shopping behavior is significantly influenced by visual engagement with products.
Understanding visual attention and preferences is crucial for optimizing product design and marketing in e-commerce.

Purpose of the Study:

To investigate human visual behavior and preferences for sneakers during online shopping.
To identify key areas of interest (AOIs) and influencing factors on visual attention using eye-tracking technology.

Main Methods:

Two experimental studies were conducted.
Eye-tracking technology was employed to monitor visual attention.
Participants (30 students from fashion and non-fashion backgrounds) evaluated 24 sneaker variations (shoelace styles and vamp materials).

Main Results:

Shoelace and vamp areas of interest (AOIs) attracted the most visual attention.
Participants prioritized shoelaces over vamps, with gender-specific attention patterns (females: shoelaces; males: vamps).
Professionals focused more on shoelaces, while non-professionals focused more on vamps. Preferred features included flat/round shoelaces and canvas/leather/flannel vamps.

Conclusions:

Visual attention to sneaker shoelaces and vamps is a key determinant of online purchasing behavior.
Gender and professional background significantly moderate visual attention and material preferences.
Findings offer valuable insights for fashion designers, manufacturers, and retailers to align products with consumer preferences.