1. Shining in the Center: Central Gaze Cascade Effect on Product Choice
- Author
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Selin Atalay, Dina Rasolofoarison, H. Onur Bodur, Groupement de Recherche et d'Etudes en Gestion à HEC (GREGH), Ecole des Hautes Etudes Commerciales (HEC Paris)-Centre National de la Recherche Scientifique (CNRS), Aston Business School, Aston University [Birmingham], HEC Research Paper Series, and Haldemann, Antoine
- Subjects
Marketing ,Economics and Econometrics ,Product category ,Product Choice ,Gaze ,Cascade effect ,Visual field ,Product choice ,jel:M30 ,Arts and Humanities (miscellaneous) ,[SHS.GESTION.MARK]Humanities and Social Sciences/Business administration/domain_shs.gestion.mark ,consumer ,tracking ,marketing ,visual field ,attention ,Anthropology ,Fixation (visual) ,Central Gaze ,Eye tracking ,Visual attention ,[SHS.GESTION]Humanities and Social Sciences/Business administration ,Center (algebra and category theory) ,Business and International Management ,Psychology ,[SHS.GESTION] Humanities and Social Sciences/Business administration ,Cascade Effect ,Social psychology ,Cognitive psychology - Abstract
http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=83483955&site=ehost-live; International audience; Consumers' tendency to choose the option in the center of an array and the process underlying this effect is explored. Findings from two eye-tracking studies suggest that brands in the horizontal center receive more visual attention. They are more likely to be chosen. Investigation of the attention process revealed an initial central fixation bias, a tendency to look first at the central option, and a central gaze cascade effect, progressively increasing attention focused on the central option right prior to decision. Only the central gaze cascade effect was related to choice. An offline study with tangible products demonstrated that the centrally located item within a product category is chosen more often, even when it is not placed in the center of the visual field. Despite widespread use, memory-based attention measures were not correlated with eye-tracking measures. They did not capture visual attention and were not related to choice.
- Published
- 2012