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Resumo(s)
Compreender de que forma os atributos físicos nomeadamente a cor, a forma e a trans parência moldam os padrões de exploração visual e influenciam a decisão de compra em con texto de consumo é fundamental para esclarecer os processos envolvidos na tomada de decisão
do consumidor. O presente estudo analisou até que ponto estas características físicas aplicadas
a frascos de perfume influenciam a exploração visual e a intenção de compra. Quarenta adultos
jovens neurotípicos (M_idade = 22) observaram um conjunto de imagens de frascos de perfume
geradas por inteligência artificial, criadas para reproduzir ofertas realistas de mercado sem lo gótipos ou rótulos. Recorreu-se a eye-tracking para registar o tempo total de fixação, o número
de fixações e a área de interesse dominante enquanto os participantes decidiam se comprariam
ou não cada frasco.
Os resultados mostraram que a cor e a forma tiveram um papel determinante na orien tação da atenção e nas preferências dos participantes, enquanto a transparência não revelou
influência relevante. Cores escuras ou neutras — como preto, branco, dourado e cinzento — e
formas geométricas bem definidas, como formatos quadrados, piramidais e redondos, suscita ram maior tempo de observação e foram mais frequentemente associadas a decisões positivas
de compra. Em contraste, cores mais vivas, como vermelho, verde, rosa e azul, e certos formatos
alongados ou menos simétricos, como frascos cilíndricos, em gota ou prismáticos, receberam
menor envolvimento visual e foram menos escolhidos.
Em conjunto, estes achados evidenciam a importância das características físicas do
objeto na alocação da atenção e na formação de preferências. O estudo contribui para uma
compreensão mais clara da forma como os consumidores processam visualmente produtos sem
marca e apresenta implicações práticas para o design de embalagens, comunicação visual e
investigação aplicada em comportamento do consumidor.
Understanding how physical attributes specifically color, shape, and transparency shape visual exploration patterns and influence purchasing decisions is essential for clarifying the processes involved in consumer decision-making. This study examined the extent to which these physical characteristics, applied to perfume bottles, affect visual exploration and purchase intention. Forty neurotypical young adults (M_age = 22) viewed a set of perfume bottle images generated through artificial intelligence, designed to replicate realistic market offers without logos or brand labels. Eye-tracking was used to record total fixation time, number of fixations, and the dominant area of interest while participants decided whether they would buy each bot tle. The results showed that color and shape played a decisive role in guiding attention and shaping preferences, whereas transparency did not reveal a meaningful effect. Dark or neutral colors — such as black, white, gold, and grey — and well-defined geometric shapes, including square, pyramidal, and round designs, elicited longer viewing times and were more frequently associated with positive purchase decisions. In contrast, more vivid colors — such as red, green, pink, and blue — and certain elongated or less symmetrical formats, such as cylindrical, tear drop-shaped, or prismatic bottles, received less visual engagement and were less often chosen. Taken together, these findings highlight the importance of physical object characteristics in directing attention and shaping preferences. The study contributes to a clearer understanding of how consumers visually process unbranded products and offers practical implications for packaging design, visual communication, and applied consumer behavior research.
Understanding how physical attributes specifically color, shape, and transparency shape visual exploration patterns and influence purchasing decisions is essential for clarifying the processes involved in consumer decision-making. This study examined the extent to which these physical characteristics, applied to perfume bottles, affect visual exploration and purchase intention. Forty neurotypical young adults (M_age = 22) viewed a set of perfume bottle images generated through artificial intelligence, designed to replicate realistic market offers without logos or brand labels. Eye-tracking was used to record total fixation time, number of fixations, and the dominant area of interest while participants decided whether they would buy each bot tle. The results showed that color and shape played a decisive role in guiding attention and shaping preferences, whereas transparency did not reveal a meaningful effect. Dark or neutral colors — such as black, white, gold, and grey — and well-defined geometric shapes, including square, pyramidal, and round designs, elicited longer viewing times and were more frequently associated with positive purchase decisions. In contrast, more vivid colors — such as red, green, pink, and blue — and certain elongated or less symmetrical formats, such as cylindrical, tear drop-shaped, or prismatic bottles, received less visual engagement and were less often chosen. Taken together, these findings highlight the importance of physical object characteristics in directing attention and shaping preferences. The study contributes to a clearer understanding of how consumers visually process unbranded products and offers practical implications for packaging design, visual communication, and applied consumer behavior research.
Descrição
Dissertação de Mestrado apresentada no Ispa – Instituto Universitário para obtenção de grau de Mestre na especialidade de Neurociências Cognitivas e Comportamentais
Palavras-chave
Atenção visual Eye-tracking Decisão de compra Design de produto Visual attention Eye-tracking Purchase decision Product design