IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v111y2020icp262-269.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S014829631930520X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2019.09.001?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. 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.
    2. Clithero, John A., 2018. "Improving out-of-sample predictions using response times and a model of the decision process," Journal of Economic Behavior & Organization, Elsevier, vol. 148(C), pages 344-375.
    3. Basten, Ulrike & Biele, Guido & Heekeren, Hauke R. & Fiebach, Christian J., 2010. "How the brain integrates costs and benefits during decision making," SFB 649 Discussion Papers 2010-063, Humboldt University Berlin, Collaborative Research Center 649: Economic Risk.
    4. Bates, Douglas & Mächler, Martin & Bolker, Ben & Walker, Steve, 2015. "Fitting Linear Mixed-Effects Models Using lme4," Journal of Statistical Software, Foundation for Open Access Statistics, vol. 67(i01).
    5. Hongmin Li & Hao Zhang & Charles H. Fine, 2013. "Dynamic Business Share Allocation in a Supply Chain with Competing Suppliers," Operations Research, INFORMS, vol. 61(2), pages 280-297, April.
    6. Alisha Siebold & Wieske van Zoest & Mieke Donk, 2011. "Oculomotor Evidence for Top-Down Control following the Initial Saccade," PLOS ONE, Public Library of Science, vol. 6(9), pages 1-10, September.
    7. Hausman, Jerry & Hall, Bronwyn H & Griliches, Zvi, 1984. "Econometric Models for Count Data with an Application to the Patents-R&D Relationship," Econometrica, Econometric Society, vol. 52(4), pages 909-938, July.
    8. Rik Pieters & Luk Warlop & Michel Wedel, 2002. "Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory," Management Science, INFORMS, vol. 48(6), pages 765-781, June.
    9. Rik Pieters & Michel Wedel, 2007. "Goal Control of Attention to Advertising: The Yarbus Implication," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(2), pages 224-233, June.
    10. Chris Janiszewski & Andrew Kuo & Nader T. Tavassoli, 2013. "The Influence of Selective Attention and Inattention to Products on Subsequent Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(6), pages 1258-1274.
    11. repec:cup:judgdm:v:3:y:2008:i::p:396-403 is not listed on IDEAS
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Huang, Jianping & Zhao, Ping & Wan, Xiaoang, 2021. "From brain variations to individual differences in the color–flavor incongruency effect: A combined virtual reality and resting-state fMRI study," Journal of Business Research, Elsevier, vol. 123(C), pages 604-612.
    2. Zhang, Xiadan & Gong, Xiushuang & Jiang, Jing, 2021. "Dump or recycle? Nostalgia and consumer recycling behavior," Journal of Business Research, Elsevier, vol. 132(C), pages 594-603.
    3. Voss, Kevin E. & Li, Ying Ying & Song, YoungOk Sunny, 2022. "Competing cues in brand alliance advertisements," Journal of Business Research, Elsevier, vol. 149(C), pages 476-493.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Zuschke, Nick, 2020. "An analysis of process-tracing research on consumer decision-making," Journal of Business Research, Elsevier, vol. 111(C), pages 305-320.
    2. Ryan Webb, 2019. "The (Neural) Dynamics of Stochastic Choice," Management Science, INFORMS, vol. 65(1), pages 230-255, January.
    3. Clithero, John A., 2018. "Response times in economics: Looking through the lens of sequential sampling models," Journal of Economic Psychology, Elsevier, vol. 69(C), pages 61-86.
    4. Orquin, Jacob L. & Bagger, Martin P. & Lahm, Erik S. & Grunert, Klaus G. & Scholderer, Joachim, 2020. "The visual ecology of product packaging and its effects on consumer attention," Journal of Business Research, Elsevier, vol. 111(C), pages 187-195.
    5. Breuer, Christoph & Boronczyk, Felix & Rumpf, Christopher, 2021. "Message personalization and real-time adaptation as next innovations in sport sponsorship management? How run-of-play and team affiliation affect viewer response," Journal of Business Research, Elsevier, vol. 133(C), pages 309-316.
    6. Pieters, Rik & Wedel, Michel, 2020. "Heads up: Head movements during ad exposure respond to consumer goals and predict brand memory," Journal of Business Research, Elsevier, vol. 111(C), pages 281-289.
    7. Darcy Steeg Morris & Kimberly F. Sellers, 2022. "A Flexible Mixed Model for Clustered Count Data," Stats, MDPI, vol. 5(1), pages 1-18, January.
    8. Peter Stüttgen & Peter Boatwright & Robert T. Monroe, 2012. "A Satisficing Choice Model," Marketing Science, INFORMS, vol. 31(6), pages 878-899, November.
    9. Zuschke, Nick, 2020. "The impact of task complexity and task motivation on in-store marketing effectiveness: An eye tracking analysis," Journal of Business Research, Elsevier, vol. 116(C), pages 337-350.
    10. Carlo Baldassi & Simone Cerreia-Vioglio & Fabio Maccheroni & Massimo Marinacci & Marco Pirazzini, 2020. "A Behavioral Characterization of the Drift Diffusion Model and Its Multialternative Extension for Choice Under Time Pressure," Management Science, INFORMS, vol. 66(11), pages 5075-5093, November.
    11. S. Cerreia-Vioglio & F. Maccheroni & M. Marinacci & A. Rustichini, 2017. "Multinomial logit processes and preference discovery: inside and outside the black box," Working Papers 615, IGIER (Innocenzo Gasparini Institute for Economic Research), Bocconi University.
    12. Hayk Khachatryan & Alicia L. Rihn & Benjamin Campbell & Chengyan Yue & Charles Hall & Bridget Behe, 2017. "Visual Attention to Eco-Labels Predicts Consumer Preferences for Pollinator Friendly Plants," Sustainability, MDPI, vol. 9(10), pages 1-14, September.
    13. Simone Cerreia-Vioglio & Fabio Maccheroni & Massimo Marinacci, 2020. "Multinomial logit processes and preference discovery: outside and inside the black box," Working Papers 663, IGIER (Innocenzo Gasparini Institute for Economic Research), Bocconi University.
    14. Li, Yaoqi & Liu, Biqiang & Xie, Lishan, 2022. "Celebrity endorsement in international destination marketing: Evidence from eye-tracking techniques and laboratory experiments," Journal of Business Research, Elsevier, vol. 150(C), pages 553-566.
    15. Myers, Susan D. & Deitz, George D. & Huhmann, Bruce A. & Jha, Subhash & Tatara, Jennifer H., 2020. "An eye-tracking study of attention to brand-identifying content and recall of taboo advertising," Journal of Business Research, Elsevier, vol. 111(C), pages 176-186.
    16. Katare, Bhagyashree, 2013. "Consumer willingness to pay for nano-packaged food products: evidence from experimental auctions and visual processing data," Master's Theses and Plan B Papers 162233, University of Minnesota, Department of Applied Economics.
    17. Hayk Khachatryan & Alicia Rihn & Ben Campbell & Bridget Behe & Charles Hall, 2018. "How do consumer perceptions of “local†production benefits influence their visual attention to state marketing programs?," Agribusiness, John Wiley & Sons, Ltd., vol. 34(2), pages 390-406, March.
    18. Simone Cerreia-Vioglio & Fabio Maccheroni & Massimo Marinacci & Aldo Rustichini, 2023. "Multinomial Logit Processes and Preference Discovery: Inside and Outside the Black Box," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 90(3), pages 1155-1194.
    19. Michel Wedel & Rik Pieters & Ralf Lans, 2023. "Modeling Eye Movements During Decision Making: A Review," Psychometrika, Springer;The Psychometric Society, vol. 88(2), pages 697-729, June.
    20. Radon, Anita & Brannon, Daniel C. & Reardon, James, 2021. "Ketchup with your fries? Utilizing complementary product displays to transfer attention to a focal product," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:111:y:2020:i:c:p:262-269. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.