Simulated Attention-Tracking Methodologies: An Examination of Measurement Efficacy

Abstract

This study introduces and examines a simulated attentiontracking methodology as an emerging technique to improve the study of in-store shopper behavior and decision making. To assess the viability of this new methodology, we examine its efficacy in producing consumer behavior data consistent with results predicted by the marketing literature. Empirical data across five grocery categories are used to examine the influence of personal, product, and situational differences on external information search. Findings show that the attentiontracking methodology is able to demonstrate expected results in almost all cases. The methodology is also able to provide a more complete view of external information search through tracing the observed search behavior preceding decision making. This proof of methodology responds directly to calls in the marketing and retailing literature to test new and emerging methodologies in support of research on in-store marketing and shopper behavior. Findings also provide managers with a methodology to examine the actual impact of marketing actions intended to capture shoppers' attention at the retail shelf and to influence behavior.

An eye tracking study of minimally branded products: hedonism and branding as predictors of purchase intentions

“…Several studies have used eye-tracking devices to investigate the relationship between eye movement and consumer attention to product displays (Behe et al ., 2013), labels (Oliveira et al ., 2016), influence of display attributes on purchase intention (Huddleston et al ., 2015), color combination and emotional responses (Wise et al ., 2010) and marketing copy. Given the rise in the application of these physiological process-tracing technologies among marketing communication scholars (Clement, 2007; Lang et al ., 2016; Wedel and Pieters, 2000), and in line with Behe et al . (2015), we believe eye movement is a suitable indicator to better understand consumers’ choice processes.…”