A walk on the wild side: Investigating attention during the consumer choice process in a real supermarket setting
2013 (English)In: Book of Abstracts of the 17th European Conference on Eye Movements / [ed] K. Holmqvist, F. Mulvey & R. Johansson, 2013, 168- p.Conference paper, Abstract (Refereed)
Several studies have investigated different facets of attention during the consumer choice process. Objectives have included how variation in attention changes throughout the choice process (Russo & Leclerc, 1994), its effect on preference formation (Shimojo et al 2003), the general distribution of attention (Wästlund et al, 2010), the effect of shelf placement (Chandon et al 2009), and the effect of a central placement on attention and choice (Atalay, 2010). The common drawback of these studies is that they are static lab experiments using digital images, which has been shown to influence gaze distribution (Tonkin et al, 2011). Therefore, in this study we use a head mounted eye-tracker to replicate previous research studies in a real retail environment to see if the results hold outside the lab. Data from 63 participants performing choice tasks in a supermarket are analysed. The results show support for a number of findings from previous research such as the initial central fixation bias and subsequent overrepresentation of observations of centrally placed products. Furthermore, the results support earlier findings on the general gaze distribution during the choice process but fail to replicate the strong effect of centrally placed products on choice. Additionally, methodological implications are discussed.
Place, publisher, year, edition, pages
2013. 168- p.
attention, choice process, central fixation bias
IdentifiersURN: urn:nbn:se:kau:diva-29023OAI: oai:DiVA.org:kau-29023DiVA: diva2:647962
ECEM2013 European Conference on Eye Movements, 11-16 August 2013, Lund, Sweden