2014 ASHS Annual Conference

Participants from 6 locations viewed 5 unique plant displays with 3 manipulated signs per display to total 27 total treatment images.  Three signs spanned the back, upper portion of each display to (a) identify the plants, (b) convey a fabricated horticultural production method (conventional, energy-saving, sustainable, or water-saving), and (c) convey price (low, medium, or high).  While identification sign was central to all displays, price and production method were changed depending on the plant type.  Comparisons were made between the two price sign positions (left or right) using the SAS GLIMMIX.  Signs posted on the left were more likely to receive the first fixation and had more fixations compared to those on the right.  When price sign location was further compared by price level, no significant difference was detected in fixation count, but high and medium prices on the left side were observed faster than a low price, and all three were looked at before any level of price if shown in the right side of the display.  Higher prices displayed on the left receive more visual activity than lower prices or those displayed to the right.