Abstract
The goal of this study is to investigate how customers' gaze, head and body orientations reflect their choices. Although the relationship between human choice and gaze behavior has been well-studied, other behaviors such as head and body are unknown. We conducted a two-alternatives-forced-choice task to examine (1) whether preference bias, i.e., a positional bias in gaze, head and body toward the item that was later chosen, exists in choice, (2) when preference bias is observed and when prediction of the resulting choice becomes possible (3) whether human choice is affected when the body orientations are manipulated. We used real non-durable products (cheap snacks and clothing) on a shopping shelf. The results showed that there was a significant preference bias in head orientation at the beginning 1 s when the subjects stood straight toward the shelf, and that the head orientation was more biased toward the selected item than the gaze and the center of pressure at the ending 1 s. Manipulating body orientation did not affect the result of choice. The preference bias detected by observing the head orientation would be useful in marketing science for predicting customers' choice.
Highlights
Payne (1976) proposed a two-stage choice process that was later extended by Russo and Leclerc (1994) who divided human choice process into three stages by observing gaze behaviors
The main findings of our study were (1) when the body orientation is straight, the head orientation is biased toward the selected item in the early stage of choice, i.e., beginning 1 s, and (2) the head orientation is biased more toward the selected item than gaze and center of pressure (COP) in the late stage, i.e., ending 1 s
Multiple comparison did not show difference in any pairs, head orientation could be a better indicator of human preference in an early stage of human choice
Summary
Human behaviors in choice have been extensively studied in various fields. Payne (1976) proposed a two-stage choice process that was later extended by Russo and Leclerc (1994) who divided human choice process into three stages by observing gaze behaviors. Human behaviors in choice have been extensively studied in various fields. Payne (1976) proposed a two-stage choice process that was later extended by Russo and Leclerc (1994) who divided human choice process into three stages by observing gaze behaviors. Gaze has been specially investigated in a two-alternative-forced-choice (TAFC) paradigm in neuroscience (Carpenter and Williams, 1995), psychology (Krajbich et al, 2010; Orquin and Mueller, 2013) and marketing science (Ratcliff and Smith, 2004; Sorensen, 2009). The human gaze gradually shifts toward what is eventually chosen before the decision moment, which would be useful in marketing science for predicting customers’ choice. Refers to the gaze behaviors immediately before the decision, and the relationship between preference and other human behaviors such as face or body orientation were out of scope
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