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Boundaries of the centrality effect during product choice

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  • Greenacre, Luke
  • Martin, James
  • Patrick, Sarah
  • Jaeger, Victoria

Abstract

Horizontal centrality bias has been found to influence what products consumers pay attention to and what products they choose to purchase. Such bias offers substantial competitive advantage to brands that know about it and display their products so as to capitalize on it. Atalay et al. (2012) identified the key components of this horizontal centrality effect: initial fixation bias, gaze cascade bias, and subsequent choice bias. In this paper, we re-examine their study under two new conditions: time pressure and a more ambiguous choice action. We find that although the horizontal centrality effect persists, it is modified in the extended time condition. The central gaze cascade component does not arise in the data when the choice moment is ambiguous, however, choice bias persists under all conditions.

Suggested Citation

  • Greenacre, Luke & Martin, James & Patrick, Sarah & Jaeger, Victoria, 2016. "Boundaries of the centrality effect during product choice," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 32-38.
    • Handle: RePEc:eee:joreco:v:32:y:2016:i:c:p:32-38
    DOI: 10.1016/j.jretconser.2016.06.006
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    References listed on IDEAS

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    Cited by:

    1. Alexander Harin, 2022. "Forbidden Zones for the Expectations of Data: New Mathematical Methods and Models for Behavioral Economics," Academic Journal of Applied Mathematical Sciences, Academic Research Publishing Group, vol. 8(1), pages 12-26, 12-2021.
    2. Cheng, Yin-Hui & Chuang, Shih-Chieh & Pei-I Yu, Annie & Lai, Wan-Ting, 2019. "Change in your wallet, change your choice: The effect of the change-matching heuristic on choice," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 67-76.
    3. Harin, Alexander, 2021. "Behavioral economics. Forbidden zones. New method and models," MPRA Paper 106545, University Library of Munich, Germany.

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