Windows to the Sale: Mobile Eye-Tracking and In-Store Decision Making

Jacob Suher, University of Texas at Austin, USA
J. Wesley Hutchinson, University of Pennsylvania, USA
Herb Sorensen, Shopper Scientist LLC, USA
In a grocery field study, we use mobile eye-tracking to record shoppers’ visual attention at the point-of-purchase. Results show that patterns of attention depend upon product display characteristics and purchase duration. A quasi-experiment shows that reducing visible SKU count and facilitating horizontal eye movements increases shopper efficiency.
[ to cite ]:
Jacob Suher, J. Wesley Hutchinson, and Herb Sorensen (2013) ,"Windows to the Sale: Mobile Eye-Tracking and In-Store Decision Making", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.