Shopper Eye-Cue: Understating the In-Store Decision Process With Field Eye-Tracking Data
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.
Citation:
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 146-150.
Authors
Aleksandra Kovacheva, University of Pittsburgh, USA
J. Jeffrey Inman, University of Pittsburgh, USA
Volume
NA - Advances in Consumer Research Volume 42 | 2014
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