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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