Time to pay attention to attention: using attention-based process traces to better understand consumer decision-making

Milica Mormann (), Tom Griffiths (), Chris Janiszewski (), J. Edward Russo (), Anocha Aribarg (), Nathaniel J. S. Ashby (), Rajesh Bagchi (), Sudeep Bhatia (), Aleksandra Kovacheva (), Martin Meissner () and Kellen J. Mrkva ()
Additional contact information
Milica Mormann: Southern Methodist University
Tom Griffiths: Princeton University
Chris Janiszewski: University of Florida
J. Edward Russo: Cornell University
Anocha Aribarg: University of Michigan
Nathaniel J. S. Ashby: Harrisburg University of Science and Technology
Rajesh Bagchi: Virginia Tech University
Sudeep Bhatia: University of Pennsylvania
Aleksandra Kovacheva: University at Albany, SUNY
Martin Meissner: Zeppelin University
Kellen J. Mrkva: Columbia University

Marketing Letters, 2020, vol. 31, issue 4, No 9, 392 pages

Abstract: 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 more complex models of choice, and point to the prospects of specific interventions at various stages of the choice process. We identify and discuss promising areas for future research.

Keywords: Attention; Choice; Consumer; Decision-making; Evidence accumulation models; Process tracing (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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DOI: 10.1007/s11002-020-09520-0

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