Center of Shelf Attention: Understanding the Role of Visual Attention on Product Choice

A. Selin Atalay, HEC Paris, France
H. Onur Bodur, Concordia University, Canada
Dina Rasolofoarison, Aston University, UK
Two eye-tracking studies and an offline experiment explored the effect of central shelf location on attention and choice. Investigation of the attention process revealed that the central gaze cascade effect, progressively increasing attention focused on the central option predicted choice.
[ to cite ]:
A. Selin Atalay, H. Onur Bodur, and Dina Rasolofoarison (2012) ,"Center of Shelf Attention: Understanding the Role of Visual Attention on Product Choice", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 809-810.