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More bodily motor action, less visual attention: How supermarket stimuli and consumer-related factors influence gaze behavior

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  • Ladeira, Wagner Junior
  • Dalmoro, Marlon
  • de Oliveira Santini, Fernando
  • Ruffatto, Juliane
  • Zanoni, Roberto

Abstract

This research examines the relationship between bodily motor actions and the focus of visual attention when consumers are selecting retail products. Based on a quasi-experimental study that was conducted to explore the level of visual attention, collected through the eye-tracking system, it can be seen that the amount of information captured by gaze behavior is conditioned by bodily movement at the front of a shelf. The viewpoint emerging from this paper is that cognitive processes stimulated by vision are deeply rooted in the body's interactions in the retail environment and may also be influenced by stimuli associated with the particular supermarket, as well as by factors relating to individual consumers.

Suggested Citation

  • Ladeira, Wagner Junior & Dalmoro, Marlon & de Oliveira Santini, Fernando & Ruffatto, Juliane & Zanoni, Roberto, 2021. "More bodily motor action, less visual attention: How supermarket stimuli and consumer-related factors influence gaze behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    • Handle: RePEc:eee:joreco:v:59:y:2021:i:c:s0969698920314119
    DOI: 10.1016/j.jretconser.2020.102403
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    References listed on IDEAS

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    1. Ladeira, Wagner Junior & de Oliveira Santini, Fernando & Pinto, Diego Costa, 2022. "Clockwise versus counterclockwise turning bias: Moderation effects of foot traffic and cognitive experience on visual attention," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).

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