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What I see is what I want: Top-down attention biasing choice behavior

Author

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  • Vriens, M.
  • Vidden, C.
  • Schomaker, J.

Abstract

When making a purchasing decision, people typically scan the available options before deciding. Previous studies have shown that bottom-up stimulus-driven factors can influence choice behavior through their effect on attention, but studies that investigate the effect of top-down attention are scarce. Here, we investigate the role of top-down attention, i.e. by using directional and neutral cues, in a choice task using eye fixations as a proxy of attention. On each trial, participants chose a preferred food item amongst two similarly valued options. Attention was manipulated using directional and neutral cues. We show that directional cues have a significant effect on attention, and attention has a significant effect on choice. A mediation analysis confirms the indirect effect of cues on choice. This suggests that cues can be used to guide attention to consumer products and affect purchasing decisions.

Suggested Citation

  • Vriens, M. & Vidden, C. & Schomaker, J., 2020. "What I see is what I want: Top-down attention biasing choice behavior," Journal of Business Research, Elsevier, vol. 111(C), pages 262-269.
    • Handle: RePEc:eee:jbrese:v:111:y:2020:i:c:p:262-269
    DOI: 10.1016/j.jbusres.2019.09.001
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