Shining in the Center: Central Gaze Cascade Effect on Product Choice - HEC Paris - École des hautes études commerciales de Paris Accéder directement au contenu
Pré-Publication, Document De Travail Année : 2013

Shining in the Center: Central Gaze Cascade Effect on Product Choice

Résumé

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.
Fichier non déposé

Dates et versions

hal-01947459 , version 1 (06-12-2018)

Licence

Copyright (Tous droits réservés)

Identifiants

  • HAL Id : hal-01947459 , version 1

Citer

Selin Atalay, H. Onur Bodur, Dina Rasolofoarison. Shining in the Center: Central Gaze Cascade Effect on Product Choice. 2013. ⟨hal-01947459⟩

Collections

HEC CNRS
72 Consultations
0 Téléchargements

Partager

Gmail Facebook X LinkedIn More