Mouse Tracking in E-Commerce: Assessing Choice Difficulty Via Consumer’S Hand Movement

Pre-decisional information processing is strongly linked to consumer choice. Since consumers increasingly purchase through online channels, the question arises whether other computer-based technology can be applied to better understand consumer decision-making. One purpose of the present inquiry is to understand how difficulty of the decision-making process affect hand movements.


Patrick Wolfgang Neef (2020) ,"Mouse Tracking in E-Commerce: Assessing Choice Difficulty Via Consumer’S Hand Movement", 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: 1199-1199.


Patrick Wolfgang Neef, University of Innsbruck, Austria


NA - Advances in Consumer Research Volume 48 | 2020

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