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

doi:10.1007/s11002-020-09520-0

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 journal › Article › peer-review

10 Citations (SciVal)

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.

Original language	English
Pages (from-to)	381-392
Number of pages	12
Journal	Marketing Letters
Volume	31
Issue number	4
Early online date	6 Jun 2020
DOIs	https://doi.org/10.1007/s11002-020-09520-0
Publication status	Published - 31 Dec 2020

Bibliographical note

Publisher Copyright:
© 2020, Springer Science+Business Media, LLC, part of Springer Nature.

Copyright:
Copyright 2020 Elsevier B.V., All rights reserved.

Keywords

Attention
Choice
Consumer
Decision-making
Evidence accumulation models
Process tracing

ASJC Scopus subject areas

Business and International Management
Economics and Econometrics
Marketing

Access to Document

10.1007/s11002-020-09520-0

Cite this

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abstract = "This paper examines consumers{\textquoteright} 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.",

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AU - Mormann, Milica

AU - Griffiths, Tom

AU - Janiszewski, Chris

AU - Russo, J. Edward

AU - Aribarg, Anocha

AU - Ashby, Nathaniel J.S.

AU - Bagchi, Rajesh

AU - Bhatia, Sudeep

AU - Kovacheva, Aleksandra

AU - Meissner, Martin

AU - Mrkva, Kellen J.

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KW - Choice

KW - Consumer

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KW - Evidence accumulation models

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

Abstract

Bibliographical note

Keywords

ASJC Scopus subject areas

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