Integrating Perceptual and Consumer Decision-Making: Eye-Tracking Experiments
We show that consumers frequently choose alternatives, i.e., food items, that are visually salient, sometimes even when the less salient alternatives are more liked. Three properties of visual attention give rise to this effect: people look earlier, more often, and longer at visually salient alternatives, irrespective of their reward value.
Milica Mormann, Blythe Towal, and Christof Koch (2013) ,"Integrating Perceptual and Consumer Decision-Making: Eye-Tracking Experiments", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 40-43.
Milica Mormann, University of Miami, USA
Blythe Towal, California Institute of Technology, USA
Christof Koch , California Institute of Technology, USA
E - European Advances in Consumer Research Volume 10 | 2013
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