Les Cahiers de Recherche - HEC Paris
Shining in the Center: Central Gaze Cascade Effect on Product Choice
(), H. Onur Bodur
() and Dina Rasolofoarison
Abstract: Consumers’ tendency to choose the option in the center of
an array and the process underlying this effect is explored. Findings from
two eye tracking studies suggest that brands in the horizontal center
receive more visual attention. They are more likely to be chosen.
Investigation of the attention process revealed an initial central fixation
bias, tendency to look first at the central option, and a central gaze
cascade effect, progressively increasing attention focused on the central
option right prior to decision. Only the central gaze cascade effect was
related to choice. An offline study with tangible products demonstrated
that the centrally located item within a product category is chosen more
often, even when it is not placed in the center of the visual field.
Despite wide-spread use, memory based attention measures were not
correlated with eye tracking measures. They did not capture visual
attention and were not related to choice.
Keywords: consumer; tracking; marketing; visual field; attention; attention; (follow links to similar papers)
JEL-Codes: M30; (follow links to similar papers)
10 pages, December 1, 2012
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