Towards a Comprehensive Understanding of Attention Bias in Choice Process

Attention bias refers to more attention being assigned to the chosen option during the choice. Eye-tracking research attributes it to liking’s positive influence on attention. Pre-decisional bias research attributes it to selective information processing. This study fits both explanations into a three-stage-choice-process and demonstrates two explanations jointly explain attention bias.


YI LI and SELIN ATALAY (2015) ,"Towards a Comprehensive Understanding of Attention Bias in Choice Process", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 326-326.


YI LI, HEC Paris, France
SELIN ATALAY, Frankfurt School of Finance & Management


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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