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Product visual designs convey a variety of information about these products to consumers. These designs play an important role in affecting consumer judgments, which further determine purchase decisions. Understanding how consumers decode visual designs to form judgments as well as how to use visual designs to affect consumer judgments are important. Insights in these will help designers make better design decisions and also present new possibilities of product design. This dissertation employs eye-tracking technology to assist in understanding consumers’ decoding processes. First, eye-tracking is used to examine how consumers evaluate visual designs to determine preferences and product differences. Then, eye-tracking is utilized to help investigate influences of (1) pairing products that have both commonalities and differences and (2) visual cues on consumer judgments separately. Product features, defined as visible product attributes, are important constitutions of product visuals. Study 1 uses eye-tracking to address two topics about product features: (1) feature importance in preference decisions and (2) whether or not consumers can detect a feature’s size change. Results from eye-tracking how subjects evaluated product images to determine preferences showed a feature’s gaze data (e.g., how long the subjects fixated on the feature) significantly correlated with the feature’s importance rating provided by the subjects. Results from eye-tracking how subjects detected differences between product images showed noticeable and unnoticeable feature size changes had significantly different corresponding gaze data. Statistical models of gaze data can predict importance and size change saliency of a feature. Purchase decisions often require comparing products that have both commonalities and

Investigating effects of product visual designs on consumer judgments with the aid of eye-tracking