Elapsed time on first buying triggers brand choices within a category: A virtual reality-based study

Enrique Bigne (), Carmen Llinares and Carmen Torrecilla

Journal of Business Research, 2016, vol. 69, issue 4, 1423-1427

Abstract: This study integrates neuroscientific tools such as data from eye movements, store navigation, and brand choice in a virtual supermarket into a single source data analysis to examine consumer choice, customer experience, and shopping behavior in a store. Through qualitative comparative analysis, the findings suggest that a high level of attention to a brand and slow eye movements between brands lead to additional brand purchases within the product category. This study points out that the key driver of additional brand choices is the time buyers spend on the first choice, showing that the allocation of less for the first choice triggers additional purchases within the product category and, therefore, increases sales. In addition, this study discusses practical and methodological implications for retailers, manufacturers, and researchers.

Keywords: Virtual reality; Brand choice; Eye tracking; Human behavior tracking; CAVE; Qualitative comparative analysis (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (14)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:4:p:1423-1427

DOI: 10.1016/j.jbusres.2015.10.119

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