The Role of Visual Attention in Decision-Making: an Eye-Tracking Experiment

Milica Mormann, University of Miami, USA
R. Blythe Towal, California Institute of Technology, USA
Christof Koch, California Institute of Technology, USA
We use eye-tracking to examine the factors that drive consumer attention and choice at the point-of-purchase. Consumers are biased towards choosing alternatives that are visually salient because they look earlier, more often, and longer at these items than at equally, or more, liked but less salient alternatives.
[ to cite ]:
Milica Mormann, R. Blythe Towal, and Christof Koch (2013) ,"The Role of Visual Attention in Decision-Making: an Eye-Tracking Experiment", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.