Time to pay attention to attention: using attention-based process traces to better understand consumer decision-making
Abstract
This paper examines consumers’ attention traces (e.g., sequences of eye fixations and saccades) during choice. Due to reduced equipment cost and increased ease of analysis, attention traces can reflect a more fine-grained representation of decision-making activities (e.g., formation of a consideration set, alternative evaluation, and decision strategies). Besides enabling a better understanding of actual consumer choice, attention traces support...
Paper Details
Title
Time to pay attention to attention: using attention-based process traces to better understand consumer decision-making
Published Date
Jun 6, 2020
Journal
Volume
31
Issue
4
Pages
381 - 392
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