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Heuristics and resource depletion: eye-tracking customers’ in situ gaze behavior in the field
Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Psychology. Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center.
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Department of Social and Psychological Studies.
Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration. Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center.ORCID iD: 0000-0001-8278-1442
Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration. Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center.
2014 (English)In: Journal of Business Research, ISSN 0148-2963, E-ISSN 1873-7978, no 1, 95-101 p.Article in journal (Refereed) Published
Abstract [en]

When we visit a retail outlet, we go there to complete some type of shopping goal. These goals may be very specific and precisely planned prior to entering the store, or more abstract, and something we think of on the spur of the moment. The stores may display tens of thousands of different products, making it difficult to achieve the shopping goal in a rational manner. As a result, we use different types of heuristics to meet our shopping goals. In this study, we investigate how a customer’s visual attention is influenced by their shopping goal, based on the results of three field experiments in three different contexts—a gas station, a sports store, and a grocery store. Firstly we establish that differences do exist in viewing behavior based on whether shopping goals are planned or unplanned. A more complex and unplanned shopping goal leads to increased observations of in-store stimulus. We then study whether or not the complexity of the first shopping goal also influences the viewing behavior of the next shopping goal, independently of the characteristics of the second goal. The findings confirm that complex decision heuristics deplete cognitive recourse. This finding results in diminished visual attention during subsequent choices. In turn, this has implications for a customer’s shopping behavior.

Place, publisher, year, edition, pages
Elsevier, 2014. no 1, 95-101 p.
Keyword [en]
Consumer choice; Heuristics;Decision task; Visual attention;Resource depletion
National Category
Psychology Business Administration
Research subject
Psychology
Identifiers
URN: urn:nbn:se:kau:diva-33508DOI: 10.1016/j.jbusres.2014.05.001ISI: 000346893000013OAI: oai:DiVA.org:kau-33508DiVA: diva2:742414
Available from: 2014-09-01 Created: 2014-09-01 Last updated: 2016-10-04Bibliographically approved

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Wästlund, ErikOtterbring, TobiasGustafsson, AndersShams, Poja
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