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Category Congruence of Display-Only Products Influences Attention and Purchase Decisions
- Source :
- Frontiers in Neuroscience, Frontiers in Neuroscience, Vol 15 (2021)
- Publication Year :
- 2021
- Publisher :
- Frontiers Media SA, 2021.
-
Abstract
- In e-commerce settings, shoppers can navigate to product-specific pages on which they are asked to make yes-or-no decisions about buying a particular item. Beyond that target, there are often other products displayed on the page, such as those suggested by the retailers’ recommendation systems, that can influence consumers’ buying behavior. We propose that display items that come from the same category as the target product (matched) may enhance target purchase by increasing the attractiveness of the presented opportunity. Contrasting this, mismatched display items may reduce purchase by raising awareness of opportunity costs. Eye-tracking was used to explore this framework by examining how different types of displays influenced visual attention. Although target purchase rates were higher for products with matched vs. mismatched displays, there was no difference in fixation time for the target images. However, participants attended to mismatched display items for more time than they did for matched ones consistent with the hypothesized processes. In addition, increases in display attractiveness increased target purchase, but only for matched items, in line with supporting the target category. Given the importance of relative attention and information in determining the impact of display items, we replicated the overall purchase effect across varying amounts of available display information in a second behavioral study. This demonstration of robustness supports the translational relevance of these findings for application in industry.
- Subjects :
- Attractiveness
Opportunity cost
business.industry
choice-behavior
General Neuroscience
Neuromarketing
Neurosciences. Biological psychiatry. Neuropsychiatry
Advertising
retail
E-commerce
Recommender system
decision making
attention
consumer neuroscience
e-commerce
Relevance (information retrieval)
Product (category theory)
Psychology
Consumer neuroscience
business
neuromarketing
eyetracking
RC321-571
Neuroscience
Original Research
Subjects
Details
- Language :
- English
- ISSN :
- 1662453X
- Volume :
- 15
- Database :
- OpenAIRE
- Journal :
- Frontiers in Neuroscience
- Accession number :
- edsair.doi.dedup.....611bf11f0256662a0aa446d1b122c28e
- Full Text :
- https://doi.org/10.3389/fnins.2021.610060