Rapid Evidence Accumulation During Brand Choice: an Eye-Tracking Analysis

Rik Pieters, Tilburg University, The Netherlands
Tulin Erdem, New York University, USA
Ana Martinovici, Tilburg University, The Netherlands
We show that eye movements reflect fundamental, fast preference formation processes and predict choice well before it is implemented. Specifically, eye fixations and brand saccades rather than other types of saccades predict choice. Ownership effects influence brand choice via increased brand saccades, not eye fixations or other saccade types.
[ to cite ]:
Rik Pieters, Tulin Erdem, and Ana Martinovici (2017) ,"Rapid Evidence Accumulation During Brand Choice: an Eye-Tracking Analysis", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 286-290.