| The result was that we don’t always buy what we like best, but when things have to happen quickly, we tend to go for the product that catches our eye the most. |
Often time, or lack of time, plays an important role in the purchase of everyday products.Milica Milosavljevic and his coworkers conducted an experiment looking at the relationship between visual salience and the decision to purchase. ( ① ) They showed subjects 15 different food items on fMRI, such as those we find in a candy vending machine at the train station, that is, bars, chips, fruity items, etc. ( ② ) These were rated by the subjects on a scale of 1–15 according to “favorite snack” to “don’t like at
all.” ( ③ ) They were then presented in varying brightness and time, with subjects always having to make a choice between two products. ( ④ ) If we are also distracted because we are talking to someone, on the phone, or our thoughts are elsewhere at the moment, our actual preference for a product falls further into the background and visual conspicuousness comes to the fore. ( ⑤ ) Colors play an important role in this.
* salience: 두드러짐 ** fMRI: 기능적 자기 공명 영상 *** conspicuousness: 눈에 잘 띔
