European Business Schools Librarian's Group

HEC Research Papers Series,
HEC Paris

No 978: Shining in the Center: Central Gaze Cascade Effect on Product Choice

Selin Atalay (), 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

JEL-codes: M30

10 pages, December 1, 2012

Full text files

papers.cfm?abstract_id=2258531 PDF-file 

Download statistics

Questions (including download problems) about the papers in this series should be directed to Antoine Haldemann ()
Report other problems with accessing this service to Sune Karlsson ().

RePEc:ebg:heccah:0978This page generated on 2024-09-13 22:19:53.