Due to rising number of products on the shelves of stores and the fact that about 70% of buying decisions are made at the point-of-purchase, retailers and marketers are growingly investing on in-store advertising material to grab their customers’ attention. Thus, measuring the effectiveness of the in-store material in catching consumers’ attention would be highly of interest of marketers. In this study we have investigated the priming effect of in-store print advertisement on the visual attention of consumers. An experiment was conducted in a Swedish retail store where using eye-tracking technology, the visual behavior of two groups of participants who had been exposed to in-store product signs was captured. The results of this study shows that participants who had looked at a product sign, noted (fixated at least once) that product on the shelf earlier while the number of fixations on the target products was not directly influenced. An implication for managers is that they can use in-store product signs to manipulate the visual attention of consumers in a way that designated brands are attended earlier.

With the change of world economy and the constant innovation of technology, people¡¦s lifestyle and eating habits have changed tremendously. And There are more and more people like to eat out. When they are choosing restaurants, the western-style fastfood will be often taken into account. In fact, eating too much fast food in high calories will cause nutrition disorders and fatness. So consumer should keep careful attitude toward this kind of food. In Taiwan, every western-style fastfood corporation is in high competition. In order to increase sales and market share, firms adopt different marketing strategies to attract consumers. When new products are launched, the point of purchase advertising will be replaced right away to convey product information to customers. Therefore, the research chooses McDonald¡¦ s, Mos Burger and Burger King because they are top corporations. The main purposes as follows: 1. Among McDonald¡¦ s, Mos Burger and Burger King¡¦s point of purchase advertising, to explore the relevance between impulsive buying behavior and point of purchase advertising. 2. To research the revision effect of impulse buying characteristics and demographics. This research analysis consumers¡¦ behaviors after seeing point of purchase advertising in Mcdonald, Mos Burger, and Burger King. After analyzing, we found that consumers in Mcdonald, Mos Burger and Burger King has lower ratio of impulsive buying behavior. Thus, point of purchase and impulsive buying behavior are low connected. About revision effect of impulsive buying characteristics, only Mos Burger has revision effect. About demographic variables, age, educational level and monthly income don¡¦t have revision effect in three research objects. And about sex, only Mos Burger has revision effect.