Packaging Vs. Product: Distinguishing Between Choice Domains With Computational Modeling

When people shop, they are influenced by both the products’ packaging and mental representations of the products inside. We investigate the choice processes based on different types of information using eye-tracking and computational modeling. Although attention plays a large role across decision domains, choice processes for products/packages are distinct.


Stephanie Smith and Ian Krajbich (2020) ,"Packaging Vs. Product: Distinguishing Between Choice Domains With Computational Modeling", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1139-1143.


Stephanie Smith, Ohio State University, USA
Ian Krajbich, Ohio State University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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