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, Kellen J. Mrkva

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)


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.

Original languageEnglish
Pages (from-to)381-392
Number of pages12
JournalMarketing Letters
Issue number4
Early online date6 Jun 2020
Publication statusPublished - 31 Dec 2020


  • Attention
  • Choice
  • Consumer
  • Decision-making
  • Evidence accumulation models
  • Process tracing

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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