A Decision-Path Model of Attention and Consideration At the Point of Purchase

Wesley Hutchinson, University of Pennsylvania, USA
Eric Bradlow, University of Pennsylvania, USA
Pierre Chandon, INSEAD, France
How do consumers decide what to look at and what to consider at the point of purchase? Using an eye-tracking experiment and a decision path model, we examine whether in-store attention causes consideration (or whether people look at already-considered brands) and whether facings increase brand preferences (or simply provide another opportunity to consider the brand).
[ to cite ]:
Wesley Hutchinson, Eric Bradlow, and Pierre Chandon (2011) ,"A Decision-Path Model of Attention and Consideration At the Point of Purchase", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.