More bodily motor action, less visual attention: How supermarket stimuli and consumer-related factors influence gaze behavior

Wagner Junior Ladeira, Marlon Dalmoro, Fernando de Oliveira Santini, Juliane Ruffatto and Roberto Zanoni

Journal of Retailing and Consumer Services, 2021, vol. 59, issue C

Abstract: This research examines the relationship between bodily motor actions and the focus of visual attention when consumers are selecting retail products. Based on a quasi-experimental study that was conducted to explore the level of visual attention, collected through the eye-tracking system, it can be seen that the amount of information captured by gaze behavior is conditioned by bodily movement at the front of a shelf. The viewpoint emerging from this paper is that cognitive processes stimulated by vision are deeply rooted in the body's interactions in the retail environment and may also be influenced by stimuli associated with the particular supermarket, as well as by factors relating to individual consumers.

Keywords: Bodily motor action; Visual attention; Cognitive processes; Supermarket stimuli; Consumer factors; Gaze behavior (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:59:y:2021:i:c:s0969698920314119

DOI: 10.1016/j.jretconser.2020.102403

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