Familiar Packaging in a Crowded Shelf: The influence of Product Recognition and Visual Attention on Preference Formation
(English)Manuscript (preprint) (Other academic)
In complex decision-making situations consumers employ a variety of heuristics to simplify their decisions. One such strategy is the recognition heuristic, which is employed in the initial stage of decision-making to construct a consideration set for further evaluation. The result of this process is that recognised products continue further into the decision-making process, hence receiving more visual attention. This paper focuses on the influence this increased visual attention has on preference construction compared with the preference formation from recognition of products. In an eye-tracking experiment, this study showed that preferences were constructed on the fly as an effect of increased visual attention. However, product recognition moderated the influence of visual attention on preference construction. The results showed that product recognition increased the effect of visual attention on preference formation. Consequently, recognition resulted in increased attention and increased attention resulted in construction of preference.
process-tracing, gaze cascade model, point-of-purchase, recognition heuristic, decision-making process, decision-making strategies, visual attention, preference formation, preference construction, eye-tracking
Research subject Business Administration
IdentifiersURN: urn:nbn:se:kau:diva-25945OAI: oai:DiVA.org:kau-25945DiVA: diva2:600538