scholarly journals Eye-tracking test design influences the relationship between gazing behaviour and evaluation decision

2018 ◽  
Vol 68 (4) ◽  
pp. 261-270
Author(s):  
Thi Minh Hang Vu ◽  
Viet Phu Tu ◽  
Klaus Duerrschmid
Keyword(s):  
Decision Making ◽  
Eye Tracking ◽  
Cognitive Processes ◽  
Test Design ◽  
Consumer Decision Making ◽  
Eye Tracker ◽  
Choice Tests ◽  
Evaluation Decision ◽  
Design Factors ◽  
The Relationship

Summary Recent research has revealed a correlation between consumer gazing behaviour and decision-making in eye-tracking tests, which suggested a predictability decision-making from gazing behaviour. Since the eye-tracking test design has been reported to have an effect on gazing behaviour, the objective of this work is therefore to study systematically whether the test design influences the relationship between choice and gazing. Using a Tobii-T60 Eye Tracker, 100 persons participated in eye-tracking tests working on food images. Two design factors were tested: 1) Type of evaluation (maximum choice, minimum choice, ranking, and rating); 2) Question content (deliciousness, healthiness,prices, and familiarity). The results showed that the correlation between decision-making and gazing behaviour is influenced by both Type of evaluation and Question content. Only in the choice tests, a significant correlation between gazing behaviour and consumer decision-making was found. No correlation was found in the question content group Prices, but a very strong correlation existed in the three other question content groups. The results are discussed considering the relationship between visual attention and cognitive processes in decision-making.

scholarly journals Eye-tracking analysis of leafy vegetables

2018 ◽  
Vol 6 (1-2) ◽  
pp. 32-37
Author(s):  
Ildikó Fruzsina Boros ◽  
László Sipos ◽  
Attila Gere
Keyword(s):  
Decision Making ◽  
Eye Movements ◽  
Visual Attention ◽  
Eye Tracking ◽  
Leafy Vegetables ◽  
Decision Making Process ◽  
Final Decision ◽  
Consumer Decision Making ◽  
Eye Tracker ◽  
Scientific Publications

There is a great supply of leafy vegetables on the market; hence capturing consumer’s attention (and decision) is critically important. Several scientific publications deal with consumer choices and the newest technology to capture consumer attention is eye-tracking. Eye-trackers are commonly used in Western Europe and Asia also, where it is an important and widely-used tool during product developments and the creation of marketing strategies. In Hungary, there are only a few publications about eye-tracking applications in vegetable growing and food industry. In our research, photographs about sorrel, lamb lettuce, spinach, leaf lettuce and dandelion leafs were analysed by eye-tracking technology and the eye movements of the participants during their decision making process of leafy vegetables were captured and evaluated. The eye-tracking analyses were carried out in the Sensory Laboratory of the Faculty of Food Sciences of Szent István University, using a Tobii X2-60 eye-tracker and Tobii Studio (version 3.0.5, Tobii Technology AB, Sweden) software. We aimed to answer the following research questions: Are there any connections between the eye movements of participants and their decisions? What amount of visual attention can be registered during the decision making process? Furthermore, the following metrics were measured and evaluated: fixation durations on the leafy vegetables, number of returns to products, pathways of visual attention, time until the final decision making and motivation of their final decisions. Measurement of the subconscious consumer decision making processes is way easier using eye-trackers compared to the traditional questionnaire-based methods, because it is hard or impossible to control our eye movements. Eye-tracking can be used successfully for understanding the expectations and decisions of the consumers.

scholarly journals Online Reviews and Product Sales: The Role of Review Visibility

2021 ◽  
Vol 16 (4) ◽  
pp. 638-669
Author(s):  
Miriam Alzate ◽  
Marta Arce-Urriza ◽  
Javier Cebollada
Keyword(s):  
Decision Making ◽  
Dynamic Models ◽  
Generalized Method Of Moments ◽  
Online Reviews ◽  
Consumer Decision Making ◽  
Product Sales ◽  
The Impact ◽  
The Relationship ◽  
The Empirical Analysis

When studying the impact of online reviews on product sales, previous scholars have usually assumed that every review for a product has the same probability of being viewed by consumers. However, decision-making and information processing theories underline that the accessibility of information plays a role in consumer decision-making. We incorporate the notion of review visibility to study the relationship between online reviews and product sales, which is proxied by sales rank information, studying three different cases: (1) when every online review is assumed to have the same probability of being viewed; (2) when we assume that consumers sort online reviews by the most helpful mechanism; and (3) when we assume that consumers sort online reviews by the most recent mechanism. Review non-textual and textual variables are analyzed. The empirical analysis is conducted using a panel of 119 cosmetic products over a period of nine weeks. Using the system generalized method of moments (system GMM) method for dynamic models of panel data, our findings reveal that review variables influence product sales, but the magnitude, and even the direction of the effect, vary amongst visibility cases. Overall, the characteristics of the most helpful reviews have a higher impact on sales.

scholarly journals Impact of Consumer Innovativeness on Shopping Styles: A Case-Study of Limkokwing University Students (Botswana)

2013 ◽  
Vol 1 (2) ◽  
pp. 107 ◽  
Author(s):  
Olumide Olasimbo Jaiyeoba ◽  
Frederick Odongo Opeda
Keyword(s):  
Decision Making ◽  
Structural Equation ◽  
Market Segment ◽  
Consumer Decision Making ◽  
Tertiary Institution ◽  
Convenience Sample ◽  
Consumer Innovativeness ◽  
Retail Outlets ◽  
Decision Making Processes ◽  
The Relationship

The unprecedented abundance of choice and retail outlets creates a massive array of choice for consumers most especially students. Innovative consumers are an important market segment. This paper seeks to investigate whether consumers’ innate innovativeness is associated with their shopping styles. Specifically, it aims to explore the relationship between two types of innovativeness (sensory innovativeness and cognitive innovativeness and consumer shopping styles). Indeed, the unprecedented abundance of choice and retail outlets creates a massive array of choice for consumers. Despite these significant changes in the commercial environment, very little is known about the decision making processes of consumers in developing countries, most especially in Botswana. Ostensibly, the paucity of research in this area hinders our understanding of consumer decision making processes. The paper integrates the consumer innovativeness and consumer shopping styles literature. A structural equation model was used to test the relationship between cognitive and sensory innovativeness and various shopping styles. Cognitive innovators are inclined to show shopping styles such as quality consciousness, price consciousness, and confusion by overchoice, while sensory innovators are inclined to have shopping styles such as brand consciousness, fashion consciousness, recreational orientation, impulsive shopping, and brand loyalty/habitual shopping. The research is based on a convenience sample of young consumers in Botswana. The findings of this research would hopefully help managers to develop a deeper insight into product development and marketing. Furthermore, since the youth market in Botswana represents an enormous opportunity for marketers, the paper provides valuable insights into this key market segment. It thus provides new insights into the shopping patterns of consumers who belong to different innovativeness types. It also makes a new contribution to the shopping styles literature by explicating potential antecedents to the various shopping styles among the largest private tertiary institution students in Botswana.

scholarly journals Best Thing Is Always in the Middle? An Investigation of Centrality Preference By Eye-Tracking Technique and Memory Recall

2018 ◽  
Vol 12 ◽  
Author(s):  
Lap-Yan Lo ◽  
Cheuk-Yu Tsang
Keyword(s):  
Decision Making ◽  
Eye Tracking ◽  
Recall Test ◽  
Number Line ◽  
Mental Number Line ◽  
Horizontal Line ◽  
Memory Recall ◽  
Tracking Technique ◽  
Fixation Points ◽  
The Relationship

An object located in the centre position is believed to be the most attended and well remembered, which increases its likelihood of being chosen (i.e., centrality preference). However, the literature has yielded inconsistent evidence. With the support of an eye-tracking technique, this study tried to provide another means of examining the relationship between preference and attention. Thirty undergraduates were asked to choose one of five similar items presented on a horizontal line. The findings on eye fixation points and looking duration positively related to the probability of an item being chosen as the preferred item. Yet performance in a recall test revealed an independence between preference and remembering. Furthermore, an unexpectedly large proportion of the participants also preferred the items on the leftmost side of the array. The mental number line and social norms, together with centrality preference, were used to provide an explanation of our implicit preference in decision making.

scholarly journals The impact of product presentation on decision-making and purchasing

2019 ◽  
Vol 22 (3) ◽  
pp. 365-380 ◽  
Author(s):  
Rosy Boardman ◽  
Helen McCormick
Keyword(s):  
Decision Making ◽  
Eye Tracking ◽  
Visual Information ◽  
Age Groups ◽  
Target Market ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Content Type ◽  
Product Presentation ◽  
The Impact

Purpose This paper aims to investigate how apparel product presentation influences consumer decision-making and whether there are any differences between age groups. Design/methodology/approach A mixed methodology was used including eye-tracking and qualitative in-depth interviews, with a purposive sample of 50 participants between age 20 and 70. Findings A higher number of product presentation features resulted in increased positive visual, cognitive and affective responses as consumers wanted as much visual information as possible to aid decision-making. Images of models attracted the most attention and were the most influential product presentation feature, followed by mannequin images and the zoom function. The 20 s spent much less time viewing and interacting with the product presentation features than middle age groups (30 s-50 s), had minimal fixations on mannequin images and had a much quicker decision-making process than other age groups. Practical implications The research informs retailers which product presentation features are the most effective for their target market to aid consumer decision-making with the aim of reducing returns. Originality/value The paper contributes to the literature by providing more in-depth insights than previous studies into the impact of online product presentation on consumer decision-making by using qualitative research and eye-tracking. The research also explores more product presentation features than previous research and investigates the presentation of apparel products, which are notoriously the most difficult products for consumers to assess online. The research is unique in its exploration of age differences in relation to product presentation features.

Consumer decision-making in a retail store: the role of mental imagery and gender difference

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jung-Hwan Kim ◽  
Minjeong Kim ◽  
Jungmin Yoo ◽  
Minjung Park
Keyword(s):  
Decision Making ◽  
Mental Imagery ◽  
Decision Making Process ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Content Type ◽  
Perceived Ownership ◽  
Decision Satisfaction ◽  
The Relationship

PurposeThe purpose of the study is to investigate how mental imagery evoked from sensory in-store experience influences consumer anticipatory emotion, perceived ownership and decision satisfaction which eventually impact positive consumer responses such as behavioural intent. In this study, gender difference is proposed as a moderator to completely understand the role of mental imagery in the in-store decision-making process.Design/methodology/approachUsing a market research agency in South Korea, an online survey was employed to collect data. A total of 455 useable respondents (men = 224 and women = 231) largely living in the two most populous provinces in South Korea (i.e. Seoul and Gyeonggi provinces) completed the survey. A number of path analyses were conducted to test hypotheses.FindingsThe results of the study showed that mental imagery evoked from sensory product experience played a critical part in facilitating the consumer decision-making process by influencing anticipatory emotion and perceived ownership. The relationship among anticipatory emotion, perceived ownership, decision satisfaction and behavioural intent was significant except for the relationship between perceived ownership and behavioural intent. This study further indicated that the way mental imagery influences the in-store decision-making process differs between men and women.Originality/valueThe effect of mental imagery in a physical retail context is largely ignored. This study addressed the crucial role of mental imagery in a physical apparel retail setting and examined its impact on consumer decision-making processes. By exploring how to enhance consumers' in-store sensory shopping experiences through mental imagery to influence their positive shopping outcomes, this study offers vital insights into how retailers operating physical stores can successfully utilize their stores.

Modern Furniture Color Image Based on Eye Tracking

2012 ◽  
Vol 157-158 ◽  
pp. 410-414 ◽  
Author(s):  
Ji Feng Xu ◽  
Han Ning Zhang
Keyword(s):  
Eye Tracking ◽  
Eye Movement ◽  
Color Image ◽  
Vision System ◽  
Human Vision ◽  
Relative Importance ◽  
Human Vision System ◽  
Eye Tracker ◽  
Color Features ◽  
The Relationship

The relationship between modern furniture color image and eye tracking has been of interest to academics and practitioners for many years. We propose and develop a new view and method exploring these connections, utilizing data from a survey of 31 testees’ eye tracking observed value. Using Tobii X120 eye tracker to analyze eye movement to furniture samples in different hue and tones colors, we highlight the relative importance of the effect of furniture color on human vision system and show that the connections between furniture color features with color image.

scholarly journals O conhecimento tático de jogadores de handebol considerando o tempo de prática e a classificação obtida na competição

2018 ◽  
Vol 20 (3) ◽  
pp. 309-317 ◽  
Author(s):  
Shisley Gonçalves Amaral ◽  
Juan Pablo Greco ◽  
Gabriella Nelli Monteiro ◽  
Tatiane Mazzardo ◽  
Nayanne Dias Araújo ◽  
...  
Keyword(s):  
Decision Making ◽  
Cognitive Processes ◽  
Male Gender ◽  
Knowledge Level ◽  
Moderate Correlation ◽  
Tactical Knowledge ◽  
The Relationship

This study aims to identify the level of declarative tactical knowledge (DTK) of handball players considering the classification obtained in the competition, the time of practice and the participation of athletes in national competitions for both genders. Furthermore, the relationship between subjacent cognitive processes and tactical knowledge was verified. The sample was composed of 119 handball players, 83 men (21.37±516) and 36 women (18.25±4.44) who participated in a competition. The Test of Declarative Tactical Knowledge in Handball was applied, which evaluates the DTK level of players in order to assess perception and decision-making. The DTK-objective level of finalist teams was higher for both sexes (p=0.011 and p=0.015, respectively), when compared with teams that have not passed the group phase. In both sexes, no statistically significant differences were found for the DTK-objective and DTK-exploratory in relation to the time of practice. The DTK level was higher in athletes who took part in national competitions for male gender (p=0,017). Positive moderate correlation between decision-making and DTK-objective (r=0.595) was found, which was strong between perception and DTK-objective (r=0,890), strong between decision-making and DTK- exploratory (r=0.858), and moderate between perception and DTK- exploratory (r=0.561). Based on the results found, it could be concluded that the classification obtained in the competition and the participation in national competitions are factors that interfered in the tactical knowledge level of handball players.

scholarly journals Research on the Influence of ODM Mode on Consumer Decision

2021 ◽  
Vol 96 ◽  
pp. 04009
Author(s):  
Ming Tian
Keyword(s):  
Decision Making ◽  
Consumer Participation ◽  
Consumer Decision Making ◽  
Regulatory Effect ◽  
Consumer Decision ◽  
Theoretical Support ◽  
Marketing Models ◽  
Huge Impact ◽  
Consumption Model ◽  
The Relationship

As an emerging new consumption model, the ODM e-commerce model accurately locates consumers and uses consumers' shopping needs as the marketing strategy of the e-commerce platform. This is a huge impact on traditional physical sales and existing e-commerce models. In order to explore the relationship between ODM model products and consumer decision-making, this article takes the NetEase selected represented by ODM e-commerce model as the research object. The results found that there is a significant positive correlation between the types of commodities and ODM model and consumer decision-making. Consumer participation has a positive regulatory effect on the relationship between ODM model and consumer decision-making. The research conclusions provide theoretical support for the ODM e-commerce model to increase user stickiness, increase consumer decision-making weight, and expand marketing models.

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