Title: Visual attention during brand choice: an eye-fixation analysis
Authors: Pieters, R
Warlop, Luk
Issue Date: 1997
Publisher: K.U.Leuven - Departement toegepaste economische wetenschappen
Series Title: DTEW Research Report 9724 pages:1-41
Abstract: Measures derived from eye-movement data reveal that during brand choice consumers adapt to time pressure by accelerating information, by filtering information and by changing their information acquisation strategy. In addition, consumers with high task motivation filter brand information less and pictorial information more. Consumers under time pressure filter textual ingredients information more, and pictoral information less. The results of multi-level logistic regression analysis reveal that the chosen brand is involved in significantly more intra-brand and inter-brand saccades than non-chosen brands, independent of time pressure and task motivation conditions. Implications for the theory of consumer attention and for pretesting of packaging ans shelf lay-outs are offered.
Publication status: published
KU Leuven publication type: IR
Appears in Collections:Research Centre for Marketing and Consumer Science, Leuven

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