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

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