“Now You See Me”: The Attention-Grabbing Effect of Product Similarity and Proximity in Online Shopping

While past research has extensively investigated how a specific product attracts attention, little is known about how the display of other products in the same visual field affects the consumer's attention. Drawing from the Biased Competition Model and the Gestalt Principles, the current research seeks to examine the effect of distracting products' similarity and proximity on a focal product in a goal-oriented online shopping episode....