Fighting Fixation and Promoting Exploration: the Influence of Non-Foveal Object Presentation on Consumer Search and Retail Sales

Maik Walter, University of St. Gallen, Switzerland
Christian Hildebrand, University of St. Gallen, Switzerland
Andreas Herrmann, University of St. Gallen, Switzerland
Gerald Häubl, University of Alberta, Canada
This research posits that lower proximity among popular objects promotes exploration and reduces fixation effects (i.e., consideration of a limited number of alternatives). Yet, with the ironic effect that larger search effort increases consumer expenses. We provide evidence for this theorizing across various field and lab settings, and assortment formats.
[ to cite ]:
Maik Walter, Christian Hildebrand, Andreas Herrmann, and Gerald Häubl (2015) ,"Fighting Fixation and Promoting Exploration: the Influence of Non-Foveal Object Presentation on Consumer Search and Retail Sales", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 812-812.