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Time to pay attention to attention: using attention-based process traces to better understand consumer decision-making

Author

Listed:
  • Milica Mormann

    (Southern Methodist University)

  • Tom Griffiths

    (Princeton University)

  • Chris Janiszewski

    (University of Florida)

  • J. Edward Russo

    (Cornell University)

  • Anocha Aribarg

    (University of Michigan)

  • Nathaniel J. S. Ashby

    (Harrisburg University of Science and Technology)

  • Rajesh Bagchi

    (Virginia Tech University)

  • Sudeep Bhatia

    (University of Pennsylvania)

  • Aleksandra Kovacheva

    (University at Albany, SUNY)

  • Martin Meissner

    (Zeppelin University)

  • Kellen J. Mrkva

    (Columbia University)

Abstract

This paper examines consumers’ attention traces (e.g., sequences of eye fixations and saccades) during choice. Due to reduced equipment cost and increased ease of analysis, attention traces can reflect a more fine-grained representation of decision-making activities (e.g., formation of a consideration set, alternative evaluation, and decision strategies). Besides enabling a better understanding of actual consumer choice, attention traces support more complex models of choice, and point to the prospects of specific interventions at various stages of the choice process. We identify and discuss promising areas for future research.

Suggested Citation

  • Milica Mormann & Tom Griffiths & Chris Janiszewski & J. Edward Russo & Anocha Aribarg & Nathaniel J. S. Ashby & Rajesh Bagchi & Sudeep Bhatia & Aleksandra Kovacheva & Martin Meissner & Kellen J. Mrkva, 2020. "Time to pay attention to attention: using attention-based process traces to better understand consumer decision-making," Marketing Letters, Springer, vol. 31(4), pages 381-392, December.
    • Handle: RePEc:kap:mktlet:v:31:y:2020:i:4:d:10.1007_s11002-020-09520-0
    DOI: 10.1007/s11002-020-09520-0
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    References listed on IDEAS

    as
    1. Russo, J Edward & Leclerc, France, 1994. "An Eye-Fixation Analysis of Choice Processes for Consumer Nondurables," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(2), pages 274-290, September.
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    Cited by:

    1. Yu, Junwei & Droulers, Olivier & Lacoste-Badie, Sophie, 2022. "Why display motion on packaging? The effect of implied motion on consumer behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    2. repec:hal:journl:hal-03512772 is not listed on IDEAS
    3. Xiaozhi Yang & Ian Krajbich, 2021. "Webcam-based online eye-tracking for behavioral research," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 16(6), pages 1485-1505, November.
    4. Amasino, Dianna R. & Dolgin, Jack & Huettel, Scott A., 2023. "Eyes on the account size: Interactions between attention and budget in consumer choice," Journal of Economic Psychology, Elsevier, vol. 97(C).
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