The Multi-Tasking Shopper: Mobile Eye-Tracking and In-Store Decision Making

Jacob Suher, University of Texas at Austin, USA
Wes Hutchinson, University of Pennsylvania, USA
We use an in-store mobile eye-tracking dataset to investigate how consumers allocate their attention during a shopping trip. We propose a general model of consumer multi-tasking that extends current work on specific purchase and store navigation by interrelating these two areas in terms of information search and decision planning.
[ to cite ]:
Jacob Suher and Wes Hutchinson (2014) ,"The Multi-Tasking Shopper: Mobile Eye-Tracking and In-Store Decision Making", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 163-167.