Eye Buy: Visual Exploration Affects Product Choice
Shoppers prefer centrally-located products, but this can constrain shoppers’ choices and retailers’ sales. We show that attentional priming influences visual exploration of a product display, thereby influencing product consideration and choice. In two lab studies and one field experiment, priming attention to the periphery (vs. center) affected eye movements toward, mouse clicks on, choice of, and memory of peripherally-located products. This effect of visual exploration on peripheral product choice was accentuated among impulsive buyers.
Mathias Streicher, Zachary Estes, and Oliver Büttner (2018) ,"Eye Buy: Visual Exploration Affects Product Choice", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 1-8.
Mathias Streicher, University of Innsbruck, Austria
Zachary Estes, Bocconi University, Italy
Oliver Büttner, University of Duisburg-Essen, Germany
E - European Advances in Consumer Research Volume 11 | 2018
Featured papersSee More
O4. Will Winning Always Encourage Risk Taking? The Effect of Competition Results and the Closeness of These Results
Beixi Wen, Renmin University of China
En-Chung Chang, Renmin University of China
Chunya Xie, Renmin University of China
D12. Future Decisions and Temporal Contiguity Cues: When Absence of Temporal Contiguity Cues Increases Online Reviews’ Persuasiveness.
Francesco Zanibellato, Ca' Foscari University, Venice, Italy
How Residential Mobility Influences Donations
Yajin Wang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA
Xiaolin Li, University of Texas at Dallas, USA
Nicole Kim, University of Maryland, USA