Illuminating furniture e-retailing: an eye-tracking study on effects of image brightness and design complexity on visual attention and consumer perceptions through the AC-TER model

Purpose Grounded in the Attention Capture and Transfer by Elements of Advertisements (AC-TEA) model, this study examines atmospheric variables, image brightness and design complexity, in furniture e-retail by integrating visual attention with perceptions of pleasantness and order. Design/methodology/approach An eye-tracking experiment measured consumers' visual attention in images simulating furniture e-retail storefronts or catalogues. Metrics included pupil dilation as an index of emotional arousal and cognitive effort, and fixation-based measures to capture visual attention and information processing. The study used home-interior images varying in brightness and design complexity, integrating physiological data with post-test perceptions of pleasantness and order. Findings Results show greater pupil dilation when consumers view dark-filtered or highly complex images, indicating higher emotional arousal and cognitive effort. Brighter lighting conditions are associated with reduced pupil dilation. Scene complexity also affects attentional metrics, leading to longer fixation durations but fewer fixations in high-complexity images, suggesting a more focused visual information processing. Furthermore, these visual attention patterns translate into perceptual judgements, with attention to dark and moderately structured scenes positively predicting pleasantness and order, respectively, while sustained attention to highly complex scenes is associated with lower perceived order. Originality/value This study provides novel evidence, integrating eye-tracking with subjective measures, on the effects of image brightness and design complexity on consumer attention and perceptions in furniture e-retail, and develops a model of Attention Capture and Transfer within an E-Retailing (AC-TER), extending previous research within this sector.