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 journalArticle

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 languageEnglish (US)
JournalMarketing Letters
DOIs
StateAccepted/In press - Jan 1 2020

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Economics and Econometrics
  • Marketing

Keywords

  • Attention
  • Choice
  • Consumer
  • Decision-making
  • Evidence accumulation models
  • Process tracing

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