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An Eye-Fixation Analysis of Choice Processes for Consumer Nondurables

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  • Russo, J Edward
  • Leclerc, France
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    Abstract

    The nature of the choice process for commonly purchased nondurables was examined by tracking eye fixations in a laboratory simulation of supermarket shelving. The observed process contains three stages that were interpreted as (1) orientation, (2) evaluation, and (3) verification. Orientation consisted of an overview of the product display, although some initial screening out of alternatives also occurred. The evaluation stage, the longest by far, was dominated by direct comparisons between two or three alternative products. The last stage, devoted to verification of the tentatively chosen brand-size, mainly examined alternatives with few or no previous fixations. Greater familiarity with a product category led to a choice process that was shorter and that focused on fewer alternatives, but these effects were confined to the evaluation stage. The findings are fully compatible with the general view that the choice process is constructed to adapt to the immediate purchase environment. Copyright 1994 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 21 (1994)
    Issue (Month): 2 (September)
    Pages: 274-90

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    Handle: RePEc:ucp:jconrs:v:21:y:1994:i:2:p:274-90

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Graham, Dan J. & Orquin, Jacob L. & Visschers, Vivianne H.M., 2012. "Eye tracking and nutrition label use: A review of the literature and recommendations for label enhancement," Food Policy, Elsevier, vol. 37(4), pages 378-382.
    2. Babutsidze, Zakaria, 2007. "How Do Consumers Make Choices? A Summary of Evidence from Marketing and Psychology," MERIT Working Papers 005, United Nations University - Maastricht Economic and Social Research Institute on Innovation and Technology (MERIT).
    3. Huber, Joel & Ariely, Dan & Fischer, Gregory, 2002. "Expressing Preferences in a Principal-Agent Task: A Comparison of Choice, Rating, and Matching," Organizational Behavior and Human Decision Processes, Elsevier, vol. 87(1), pages 66-90, January.
    4. Elena Reutskaja & Rosemarie Nagel & Colin F. Camerer & Antonio Rangel, 2011. "Search Dynamics in Consumer Choice under Time Pressure: An Eye-Tracking Study," American Economic Review, American Economic Association, vol. 101(2), pages 900-926, April.
    5. Wedell, Douglas H. & Senter, Stuart M., 1997. "Looking and Weighting in Judgment and Choice," Organizational Behavior and Human Decision Processes, Elsevier, vol. 70(1), pages 41-64, April.
    6. Pieters, R. & Warlop, L., 1998. "Visual Attention During Brand Choice: The Impact of Time Pressure and Task Motivation," Discussion Paper 1998-69, Tilburg University, Center for Economic Research.
    7. Caplin, Andrew & Dean, Mark, 2011. "Search, choice, and revealed preference," Theoretical Economics, Econometric Society, vol. 6(1), January.

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