Back to Search
Start Over
Shining in the Center: Central Gaze Cascade Effect on Product Choice
- Source :
- Journal of Consumer Research, Journal of Consumer Research, Oxford University Press (OUP), 2012, 39 (4), pp.848-866. ⟨10.1086/665984⟩
- Publication Year :
- 2012
- Publisher :
- HAL CCSD, 2012.
-
Abstract
- http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=83483955&site=ehost-live; International audience; Consumers' tendency to choose the option in the center of an array and the process underlying this effect is explored. Findings from two eye-tracking studies suggest that brands in the horizontal center receive more visual attention. They are more likely to be chosen. Investigation of the attention process revealed an initial central fixation bias, a tendency to look first at the central option, and a central gaze cascade effect, progressively increasing attention focused on the central option right prior to decision. Only the central gaze cascade effect was related to choice. An offline study with tangible products demonstrated that the centrally located item within a product category is chosen more often, even when it is not placed in the center of the visual field. Despite widespread use, memory-based attention measures were not correlated with eye-tracking measures. They did not capture visual attention and were not related to choice.
- Subjects :
- Marketing
Economics and Econometrics
Product category
Product Choice
Gaze
Cascade effect
Visual field
Product choice
jel:M30
Arts and Humanities (miscellaneous)
[SHS.GESTION.MARK]Humanities and Social Sciences/Business administration/domain_shs.gestion.mark
consumer
tracking
marketing
visual field
attention
Anthropology
Fixation (visual)
Central Gaze
Eye tracking
Visual attention
[SHS.GESTION]Humanities and Social Sciences/Business administration
Center (algebra and category theory)
Business and International Management
Psychology
[SHS.GESTION] Humanities and Social Sciences/Business administration
Cascade Effect
Social psychology
Cognitive psychology
Subjects
Details
- Language :
- English
- ISSN :
- 00935301 and 15375277
- Database :
- OpenAIRE
- Journal :
- Journal of Consumer Research, Journal of Consumer Research, Oxford University Press (OUP), 2012, 39 (4), pp.848-866. ⟨10.1086/665984⟩
- Accession number :
- edsair.doi.dedup.....20510bbd26f701690533faa6aed99c16