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Elapsed time on first buying triggers brand choices within a category: A virtual reality-based study

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  • Bigné, Enrique
  • Llinares, Carmen
  • Torrecilla, Carmen

Abstract

This study integrates neuroscientific tools such as data from eye movements, store navigation, and brand choice in a virtual supermarket into a single source data analysis to examine consumer choice, customer experience, and shopping behavior in a store. Through qualitative comparative analysis, the findings suggest that a high level of attention to a brand and slow eye movements between brands lead to additional brand purchases within the product category. This study points out that the key driver of additional brand choices is the time buyers spend on the first choice, showing that the allocation of less for the first choice triggers additional purchases within the product category and, therefore, increases sales. In addition, this study discusses practical and methodological implications for retailers, manufacturers, and researchers.

Suggested Citation

  • Bigné, Enrique & Llinares, Carmen & Torrecilla, Carmen, 2016. "Elapsed time on first buying triggers brand choices within a category: A virtual reality-based study," Journal of Business Research, Elsevier, vol. 69(4), pages 1423-1427.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:4:p:1423-1427
    DOI: 10.1016/j.jbusres.2015.10.119
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    4. Jella Pfeiffer & Thies Pfeiffer & Martin Meißner & Elisa Weiß, 2020. "Eye-Tracking-Based Classification of Information Search Behavior Using Machine Learning: Evidence from Experiments in Physical Shops and Virtual Reality Shopping Environments," Information Systems Research, INFORMS, vol. 31(3), pages 675-691, September.
    5. 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.
    6. Hollebeek, Linda D. & Clark, Moira K. & Andreassen, Tor W. & Sigurdsson, Valdimar & Smith, Dale, 2020. "Virtual reality through the customer journey: Framework and propositions," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    7. Krajina Anida & Husić-Mehmedović Melika & Koštrebić Kemal, 2021. "Can You See How it Smells? What Eye Tracking Can Tell us about the Shelf Management of Luxury Perfumes," South East European Journal of Economics and Business, Sciendo, vol. 16(1), pages 93-106, June.
    8. Schnack, Alexander & Wright, Malcolm J. & Holdershaw, Judith L., 2021. "Does the locomotion technique matter in an immersive virtual store environment? – Comparing motion-tracked walking and instant teleportation," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    9. Wedel, Michel & Bigné, Enrique & Zhang, Jie, 2020. "Virtual and augmented reality: Advancing research in consumer marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 443-465.
    10. Pizzi, Gabriele & Vannucci, Virginia & Aiello, Gaetano, 2020. "Branding in the time of virtual reality: Are virtual store brand perceptions real?," Journal of Business Research, Elsevier, vol. 119(C), pages 502-510.
    11. Kalantari, Saleh & Xu, Tong Bill & Govani, Viraj & Mostafavi, Armin, 2022. "Analyzing the effects of storefront window display transparency on perceived store Attractiveness and Approach behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    12. Spielmann, Nathalie & Mantonakis, Antonia, 2018. "In virtuo: How user-driven interactivity in virtual tours leads to attitude change," Journal of Business Research, Elsevier, vol. 88(C), pages 255-264.
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