IDEAS home Printed from https://ideas.repec.org/a/kap/mktlet/v31y2020i4d10.1007_s11002-020-09520-0.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11002-020-09520-0
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s11002-020-09520-0?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Atalay , Selin & Onur Bodur , H. & Rasolofoarison , Dina, 2012. "Shining in the Center: Central Gaze Cascade Effect on Product Choice," HEC Research Papers Series 978, HEC Paris.
    2. Selin Atalay & H. Onur Bodur & Dina Rasolofoarison, 2012. "Shining in the Center: Central Gaze Cascade Effect on Product Choice," Post-Print hal-00758534, HAL.
    3. John T. Gourville & Dilip Soman, 2005. "Overchoice and Assortment Type: When and Why Variety Backfires," Marketing Science, INFORMS, vol. 24(3), pages 382-395, July.
    4. Meißner, Martin & Pfeiffer, Jella & Pfeiffer, Thies & Oppewal, Harmen, 2019. "Combining virtual reality and mobile eye tracking to provide a naturalistic experimental environment for shopper research," Journal of Business Research, Elsevier, vol. 100(C), pages 445-458.
    5. Janiszewski, Chris, 1998. "The Influence of Display Characteristics on Visual Exploratory Search Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(3), pages 290-301, December.
    6. A. Selin Atalay & H. Onur Bodur & Dina Rasolofoarison, 2012. "Shining in the Center: Central Gaze Cascade Effect on Product Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(4), pages 848-866.
    7. 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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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).
    5. repec:cup:judgdm:v:16:y:2021:i:6:p:1485-1505 is not listed on IDEAS

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Roose, Gudrun & Vermeir, Iris, 2023. "Putting spatial product presentation cues on the map: Review and research directions," Journal of Business Research, Elsevier, vol. 155(PA).
    2. Zuschke, Nick, 2020. "The impact of task complexity and task motivation on in-store marketing effectiveness: An eye tracking analysis," Journal of Business Research, Elsevier, vol. 116(C), pages 337-350.
    3. Zuschke, Nick, 2020. "An analysis of process-tracing research on consumer decision-making," Journal of Business Research, Elsevier, vol. 111(C), pages 305-320.
    4. Huddleston, Patricia T. & Behe, Bridget K. & Driesener, Carl & Minahan, S., 2018. "Inside-outside: Using eye-tracking to investigate search-choice processes in the retail environment," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 85-93.
    5. 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).
    6. Husić-Mehmedović, Melika & Omeragić, Ismir & Batagelj, Zenel & Kolar, Tomaž, 2017. "Seeing is not necessarily liking: Advancing research on package design with eye-tracking," Journal of Business Research, Elsevier, vol. 80(C), pages 145-154.
    7. Kahn, Barbara E., 2017. "Using Visual Design to Improve Customer Perceptions of Online Assortments," Journal of Retailing, Elsevier, vol. 93(1), pages 29-42.
    8. Michel Wedel & Rik Pieters & Ralf Lans, 2023. "Modeling Eye Movements During Decision Making: A Review," Psychometrika, Springer;The Psychometric Society, vol. 88(2), pages 697-729, June.
    9. Laski, Joseph & Brunault, Charles A. & Schmidt, Rebecca & Ryu, Seung Cheol, 2020. "An exploratory study of retail lighting with continuous modulation of color rendering properties to influence shoppers' spatial range of browsing," Journal of Business Research, Elsevier, vol. 111(C), pages 148-162.
    10. Nathaniel J.S. Ashby & Lukasz Walasek & Andreas Glöckner, 2015. "The effect of consumer ratings and attentional allocation on product valuations," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 10(2), pages 172-184, March.
    11. Martinovici, A., 2019. "Revealing attention - how eye movements predict brand choice and moment of choice," Other publications TiSEM 7dca38a5-9f78-4aee-bd81-c, Tilburg University, School of Economics and Management.
    12. Myers, Susan D. & Deitz, George D. & Huhmann, Bruce A. & Jha, Subhash & Tatara, Jennifer H., 2020. "An eye-tracking study of attention to brand-identifying content and recall of taboo advertising," Journal of Business Research, Elsevier, vol. 111(C), pages 176-186.
    13. repec:cup:judgdm:v:10:y:2015:i:2:p:172-184 is not listed on IDEAS
    14. Nicole A Thomas & Rebekah Manning & Elizabeth J Saccone, 2019. "Left-handers know what’s left is right: Handedness and object affordance," PLOS ONE, Public Library of Science, vol. 14(7), pages 1-20, July.
    15. Meißner, Martin & Pfeiffer, Jella & Peukert, Christian & Dietrich, Holger & Pfeiffer, Thies, 2020. "How virtual reality affects consumer choice," Journal of Business Research, Elsevier, vol. 117(C), pages 219-231.
    16. Hense, Jonas & Hübner, Alexander, 2022. "Assortment optimization in omni-channel retailing," European Journal of Operational Research, Elsevier, vol. 301(1), pages 124-140.
    17. 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.
    18. Sheng, Xiaojing & Felix, Reto & Saravade, Swapnil & Siguaw, Judy A. & Ketron, Seth C. & Krejtz, Krzysztof & Duchowski, Andrew T., 2020. "Sight unseen: The role of online security indicators in visual attention to online privacy information," Journal of Business Research, Elsevier, vol. 111(C), pages 218-240.
    19. Dellaert, B.G.C. & Johnson, E.J. & Baker, T., 2019. "Choice Architecture for Healthier Insurance Choices: Ordering and Partitioning Can Improve Decisions," ERIM Report Series Research in Management ERS-2019-008-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    20. Massara, Francesco & Porcheddu, Daniele & Melara, Robert D., 2014. "Asymmetric Perception of Sparse Shelves in Retail Displays," Journal of Retailing, Elsevier, vol. 90(3), pages 321-331.
    21. Iana A. Castro & Anuja Majmundar & Christine B. Williams & Barbara Baquero, 2018. "Customer Purchase Intentions and Choice in Food Retail Environments: A Scoping Review," IJERPH, MDPI, vol. 15(11), pages 1-19, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:mktlet:v:31:y:2020:i:4:d:10.1007_s11002-020-09520-0. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.