An Eye Tracking Study of Actual and Lay Theories of Gender Differences in Form and Function Trade-Off

Jianping Liang, Sun Yat-sen Business School, Sun Yat-sen University, China
Chen Yang, Sun Yat-sen Business School, Sun Yat-sen University, China
Using advanced eye-tracking equipment, we found that shopping in private makes males to pay more attention to both product form and function than females. Interestingly, shopping for friends makes males (female) focus more on form (function) for friends of females (males) than friends of males (females).
[ to cite ]:
Jianping Liang and Chen Yang (2014) ,"An Eye Tracking Study of Actual and Lay Theories of Gender Differences in Form and Function Trade-Off", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 796-796.