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The effect of involvement on visual attention and product choice

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  • Behe, Bridget K.
  • Bae, Mikyeung
  • Huddleston, Patricia T.
  • Sage, Lynnell

Abstract

Our study examined the effect of consumers' level of involvement on visual attention to product, information sign and price sign guided by the Elaboration Likelihood Model (ELM). We also investigated the relationship between visual attention captured by eye fixation on information and price sign and product choice for garden plants. Using a Tobii X1 light eye tracking device, we obtained data from 101 respondents in Texas and Michigan. We found that participants who had high (vs. low) product involvement paid more attention to the product and its information as demonstrated through higher fixation count (FC), longer total fixation duration (TFD), and total visit duration (TVD). We also found highly involved participants processed price information as a central rather than a peripheral cue. In addition, total visit duration (TVD) on an information sign was found as the strongest predictor of product choice.

Suggested Citation

  • Behe, Bridget K. & Bae, Mikyeung & Huddleston, Patricia T. & Sage, Lynnell, 2015. "The effect of involvement on visual attention and product choice," Journal of Retailing and Consumer Services, Elsevier, vol. 24(C), pages 10-21.
    • Handle: RePEc:eee:joreco:v:24:y:2015:i:c:p:10-21
    DOI: 10.1016/j.jretconser.2015.01.002
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    References listed on IDEAS

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