Shopper Eye-Cue: Understating the In-Store Decision Process With Field Eye-Tracking Data

Aleksandra Kovacheva, University of Pittsburgh, USA
J. Jeffrey Inman, University of Pittsburgh, USA
In the first part of the paper we focus on unplanned purchases and show that visual attention and product engagement are associated with purchase conversion in a complex way. In the second part, we explore “failed engagements” in the category and examine the role of price saliency and deliberation duration.
[ to cite ]:
Aleksandra Kovacheva and J. Jeffrey Inman (2014) ,"Shopper Eye-Cue: Understating the In-Store Decision Process With Field Eye-Tracking Data", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 146-150.