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

Authors

Milica Mormann, Southern Methodist University
Tom Griffiths, Princeton University
Chris Janiszewski, University of Florida
J. Edward Russo, Cornell University
Anocha Aribarg, University of Michigan, Ann Arbor
Nathaniel J.S. Ashby, Harrisburg University of Science and Technology
Rajesh Bagchi, Virginia Polytechnic Institute and State University
Sudeep Bhatia, University of Pennsylvania
Aleksandra Kovacheva, State University of New York Albany
Martin Meissner, Zeppelin University
Kellen J. Mrkva, Columbia University

Document Type

Article

Publication Date

12-1-2020

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.

Recommended Citation

Mormann, M., Griffiths, T., Janiszewski, C., Russo, J., Aribarg, A., Ashby, N., Bagchi, R., Bhatia, S., Kovacheva, A., Meissner, M., & Mrkva, K. (2020). Time to pay attention to attention: using attention-based process traces to better understand consumer decision-making. Marketing Letters, 31 (4), 381-392. ">https://doi.org/10.1007/s11002-020-09520-0

Publication Title

Marketing Letters

Start Page No.

381

End Page No.

392

DOI

10.1007/s11002-020-09520-0