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When products compete for consumers attention: How selective attention affects preferences

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  • Florack, Arnd
  • Egger, Martin
  • Hübner, Ronald

Abstract

A basic idea in vision research is that selective attention determines not only which information is processed, but also how stimuli are evaluated and choices are made. In line with this reasoning, researchers provided initial evidence for effects of selective attention on product choice. However, little is known about the processes that underlie these effects. Hence, we examined several possible mechanisms that are discussed to explain effects of selective attention on product preferences. In three eye tracking experiments, we found that allocating attention to products while neglecting others led to an increase in preferences compared to just looking at products. We showed that this effect could not be explained by learning motor responses that are unrelated to preferences, and we also observed the effect of selective attention on preferences when we controlled for the time participants' gaze actually dwelled on the products.

Suggested Citation

  • Florack, Arnd & Egger, Martin & Hübner, Ronald, 2020. "When products compete for consumers attention: How selective attention affects preferences," Journal of Business Research, Elsevier, vol. 111(C), pages 117-127.
    • Handle: RePEc:eee:jbrese:v:111:y:2020:i:c:p:117-127
    DOI: 10.1016/j.jbusres.2019.05.009
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    References listed on IDEAS

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    4. KARRH, JAMES A. & McKEE, KATHY BRITTAIN & PARDUN, CAROL J., 2003. "Practitioners' Evolving Views on Product Placement Effectiveness," Journal of Advertising Research, Cambridge University Press, vol. 43(2), pages 138-149, June.
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    Cited by:

    1. Dawes, John, 2022. "Factors that influence manufacturer and store brand behavioral loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    2. Huang, Jianping & Zhao, Ping & Wan, Xiaoang, 2021. "From brain variations to individual differences in the color–flavor incongruency effect: A combined virtual reality and resting-state fMRI study," Journal of Business Research, Elsevier, vol. 123(C), pages 604-612.
    3. Voss, Kevin E. & Li, Ying Ying & Song, YoungOk Sunny, 2022. "Competing cues in brand alliance advertisements," Journal of Business Research, Elsevier, vol. 149(C), pages 476-493.

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