Abstract
Eye tracking studies have analyzed the relationship between visual attention to point of purchase marketing elements (price, signage, etc.) and purchase intention. Our study is the first to investigate the relationship between the gaze sequence in which consumers view a display (including gaze aversion away from products) and the influence of consumer (top down) characteristics on product choice. We conducted an in-lab 3 (display size: large, moderate, small) X 2 (price: sale, non-sale) within-subject experiment with 92 persons. After viewing the displays, subjects completed an online survey to provide demographic data, self-reported and actual product knowledge, and past purchase information. We employed a random forest machine learning approach via R software to analyze all possible three-unit subsequences of gaze fixations. Models comparing multiclass F1-macro score and F1-micro score of product choice were analyzed. Gaze sequence models that included gaze aversion more accurately predicted product choice in a lab setting for more complex displays. Inclusion of consumer characteristics generally improved model predictive F1-macro and F1-micro scores for less complex displays with fewer plant sizes Consumer attributes that helped improve model prediction performance were product expertise, ethnicity, and previous plant purchases.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
