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Eye-tracking customers' visual attention in the wild: Dynamic gaze behavior moderates the effect of store familiarity on navigational fluency

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  • Otterbring, Tobias
  • Wästlund, Erik
  • Gustafsson, Anders

Abstract

A retail store is a multi-sensory environment filled with messages to tempt customers into making unplanned purchases. The purpose of this field study was to examine the interplay between three factors claimed to precede and influence unplanned purchases: store familiarity, visual attention, and navigational fluency (the subjective ease of navigating). Eye-tracking recordings and post-study questionnaires from 100 grocery store shoppers showed that store familiarity was positively associated with navigational fluency. However, customers' levels of dynamic gaze behavior (a frequent, widely distributed viewing pattern) moderated this effect. Dynamic gaze behavior significantly predicted navigational fluency among customers with low and moderate store familiarity, but not among customers familiar with the store. These findings challenge the formerly held assumption that store familiarity automatically implies navigational ease, and store unfamiliarity implies navigational difficulty. The results have implications for navigational aspects in stores.

Suggested Citation

  • Otterbring, Tobias & Wästlund, Erik & Gustafsson, Anders, 2016. "Eye-tracking customers' visual attention in the wild: Dynamic gaze behavior moderates the effect of store familiarity on navigational fluency," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 165-170.
    • Handle: RePEc:eee:joreco:v:28:y:2016:i:c:p:165-170
    DOI: 10.1016/j.jretconser.2015.09.004
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    Cited by:

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    6. Ryo Kato & Takahiro Hoshino & Daisuke Moriwaki & Shintaro Okazaki, 2022. "Mobile Targeting: Exploring the Role of Area Familiarity, Store Knowledge, and Promotional Incentives," Discussion Paper Series DP2022-10, Research Institute for Economics & Business Administration, Kobe University.
    7. Byungsuk Kim & Jina Park, 2020. "The Visual Effect of Signboards on the Vitality of the Streetscapes Using Eye-Tracking," Sustainability, MDPI, vol. 13(1), pages 1-15, December.
    8. Klaus G. Grunert & Yanfeng Zhou & Marija Banovic & Natascha Loebnitz, 2021. "Supermarket competence in emergent markets: Conceptualization, measurement, effects, and policy implications," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(4), pages 1633-1659, December.
    9. Huang, Bo & Juaneda, Carolane & Sénécal, Sylvain & Léger, Pierre-Majorique, 2021. "“Now You See Me”: The Attention-Grabbing Effect of Product Similarity and Proximity in Online Shopping," Journal of Interactive Marketing, Elsevier, vol. 54(C), pages 1-10.

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