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

doi:10.1007/s11002-020-09520-0

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 journal › Article › peer-review

9 Scopus citations

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 language	English (US)
Pages (from-to)	381-392
Number of pages	12
Journal	Marketing Letters
Volume	31
Issue number	4
DOIs	https://doi.org/10.1007/s11002-020-09520-0
State	Published - Dec 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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10.1007/s11002-020-09520-0

Cite this

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title = "Time to pay attention to attention: using attention-based process traces to better understand consumer decision-making",

abstract = "This paper examines consumers{\textquoteright} 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.",

keywords = "Attention, Choice, Consumer, Decision-making, Evidence accumulation models, Process tracing",

author = "Milica Mormann and Tom Griffiths and Chris Janiszewski and Russo, {J. Edward} and Anocha Aribarg and Ashby, {Nathaniel J.S.} and Rajesh Bagchi and Sudeep Bhatia and Aleksandra Kovacheva and Martin Meissner and Mrkva, {Kellen J.}",

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year = "2020",

month = dec,

doi = "10.1007/s11002-020-09520-0",

language = "English (US)",

volume = "31",

pages = "381--392",

journal = "Marketing Letters",

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T2 - using attention-based process traces to better understand consumer decision-making

AU - Mormann, Milica

AU - Griffiths, Tom

AU - Janiszewski, Chris

AU - Russo, J. Edward

AU - Aribarg, Anocha

AU - Ashby, Nathaniel J.S.

AU - Bagchi, Rajesh

AU - Bhatia, Sudeep

AU - Kovacheva, Aleksandra

AU - Meissner, Martin

AU - Mrkva, Kellen J.

PY - 2020/12

Y1 - 2020/12

N2 - 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.

AB - 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.

KW - Attention

KW - Choice

KW - Consumer

KW - Decision-making

KW - Evidence accumulation models

KW - Process tracing

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JO - Marketing Letters

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

Abstract

All Science Journal Classification (ASJC) codes

Keywords

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