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Visual Attention During Brand Choice: The Impact of Time Pressure and Task Motivation

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Author Info

  • Pieters, R.
  • Warlop, L.

    (Tilburg University, Center for Economic Research)

Abstract

Measures derived from eye-movement data reveal that during brand choice consumers adapt to time pressure by accelerating the visual scanning sequence, by filtering information and by changing their scanning strategy. In addition, consumers with high task motivation filter brand information less and pictorial information more. Consumers under time pressure filter textual ingredient information more, and pictorial information less. The results of a conditional logit analysis reveal that the chosen brand receives significantly more intra-brand and inter-brand saccades and longer fixation durations than non-chosen brands, independent of time pressure and task motivation conditions. Implications for the theory of consumer attention and for pretesting of packaging and shelf lay-outs are discussed.

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Bibliographic Info

Paper provided by Tilburg University, Center for Economic Research in its series Discussion Paper with number 1998-69.

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Date of creation: 1998
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Handle: RePEc:dgr:kubcen:199869

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Related research

Keywords: Brand choice; time pressure; task motivation; visual attention;

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References

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  1. Russo, J Edward & Leclerc, France, 1994. " An Eye-Fixation Analysis of Choice Processes for Consumer Nondurables," Journal of Consumer Research, University of Chicago Press, vol. 21(2), pages 274-90, September.
  2. Hauser, John R & Wernerfelt, Birger, 1990. " An Evaluation Cost Model of Consideration Sets," Journal of Consumer Research, University of Chicago Press, vol. 16(4), pages 393-408, March.
  3. Pham, Michel Tuan, 1996. " Cue Representation and Selection Effects of Arousal on Persuasion," Journal of Consumer Research, University of Chicago Press, vol. 22(4), pages 373-87, March.
  4. Greenwald, Anthony G & Leavitt, Clark, 1984. " Audience Involvement in Advertising: Four Levels," Journal of Consumer Research, University of Chicago Press, vol. 11(1), pages 581-92, June.
  5. Rosbergen, Edward & Pieters, Rik & Wedel, Michel, 1997. " Visual Attention to Advertising: A Segment-Level Analysis," Journal of Consumer Research, University of Chicago Press, vol. 24(3), pages 305-14, December.
  6. Celsi, Richard L & Olson, Jerry C, 1988. " The Role of Involvement in Attention and Comprehension Processes," Journal of Consumer Research, University of Chicago Press, vol. 15(2), pages 210-24, September.
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Cited by:
  1. PĂ©rez-Gladish, B. & Gonzalez, I. & Bilbao-Terol, A. & Arenas-Parra, M., 2010. "Planning a TV advertising campaign: A crisp multiobjective programming model from fuzzy basic data," Omega, Elsevier, vol. 38(1-2), pages 84-94, February.
  2. Milica Milosavljevic & Christof Koch & Antonio Rangel, 2011. "Consumers can make decisions in as little as a third of a second," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 6(6), pages 520-530, August.

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