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Does Eye Tracking Reveal More About the Effects of Buying Impulsiveness on the Green Industry Consumer Choice Behavior?

Hayk Khachatryan, Bridget K. Behe, Benjamin Campbell (), Charles R. Hall and Jennifer H. Dennis

No 150333, 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. from Agricultural and Applied Economics Association

Abstract: Although consumer behavior research has investigated impulsive buying behavior since the early 1950s, no studies explored the relationship between eye gaze metrics, buying impulsiveness scores and purchase decisions. The present study is a preliminary approach to setting consumer purchase decisions as a function of not only product attributes, but also individuals’ buying impulsiveness and eye gaze measures, which were collected using an eye tracking device during choice experiments. Specifically, we investigated the moderation effects of eye gaze measures on the relationship between buying impulsiveness and plant purchase likelihood. The results showed that impulsive buying scores were negatively related to purchase decisions, and that eye gaze duration (when viewing plant displays) influenced that relationship, depending on the type of the display information viewed (e.g., price vs. production methods or plant type signs). Theoretical contributions to choice behavior literature and implications for developing effective plant sales marketing efforts are discussed.

Keywords: Consumer/Household Economics; Food Consumption/Nutrition/Food Safety (search for similar items in EconPapers)
Pages: 21
Date: 2013
New Economics Papers: this item is included in nep-cbe and nep-neu
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DOI: 10.22004/ag.econ.150333

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