The influence of antropomorphic dumpbins on vice and virtue products: an eye-tracking study.

It has been found that dump bins can increase sales, however little is known about why this happens and how can this promotional items be designed with anthropomorphic shapes to increase transactions. In addition, the experiment examines the effect of anthropomorphic dumpbin shapes on vice and virtue products. While the effect for virtue products may not be strong because no conflict is involved in their purchase, the impact will be strong for vice products as the anthropomorphic form implies an association of the vice product to people and, therefore, guilt sharing. Eye tracking is used to measure consumers´ attention, choice, and reexamination of the evaluated dump bins. a post experiment survey provides other measures that complement the analysis of consumer behavior information. In addition our study will allow retailer managers to decide what type of dump bin is better according with the type of product that is going to be promoted.