The effect of eye movements and cultural factors on product color selection

A color is a powerful tool used to attract people’s attention and to entice them to purchase a product. However, the way in which a specific color influences people’s color selection and the role of their eye movements and cultural factors in this process remain unknown. In this study, to delve into this problem, we designed an experiment to determine the influence of specific colors on people’s product preferences by using an eye-tracking device, intending to identify the role of their eye movements and cultural factors. Based on the experimental data, a detailed influence path model was built to describe the effect of specific colors on product evaluations by an integrated moderation and mediation analysis. Our findings show that in the influence process, the effects of specific colors on product evaluations are mediated by eye movements. Additionally, cultural factors partly moderate the process as an influencing factor. The research findings from this study have important implications for user-centered product design and visual marketing management.