Study: Cereal boxes lure shoppers with eye contact

04/10/2014 | Supermarket News (free registration)

Cereal box characters can influence consumer behavior by making "incidental eye contact" with shoppers, according to a study by the Cornell University Food and Brand Lab. Shoppers are more likely to trust a cereal brand when eye contact is made with the spokes-character, the study found. The study indicates that shelf placement is important for cereal brands, with researchers noting that cereals for children often are placed on lower shelves and have characters that tend to look downward at their target audience, while cereals for adults are on higher shelves and have characters looking straight ahead.

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