Attentional Breadth Affects In-Store Exploration and Unplanned Purchasing
A series of field experiments demonstrate that shoppers’ attentional focus affects unplanned purchasing. Eye movements and distance traveled in-store show that activating broad (vs. narrow) attention increases exploration of shopping environments, ultimately increasing unplanned purchasing. This effect of attentional focus on unplanned purchasing is accentuated among chronically impulsive buyers.
Mathias Clemens Streicher, Zachary Estes, and Oliver B. Büttner (2018) ,"Attentional Breadth Affects In-Store Exploration and Unplanned Purchasing", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 803-804.
Mathias Clemens Streicher, University of Innsbruck, Austria
Zachary Estes, Bocconi University, Italy
Oliver B. Büttner, University of Duisburg-Essen
NA - Advances in Consumer Research Volume 46 | 2018
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