Consumer Decision-Making Creativity and Its Relation to Exploitation–Exploration Activities: Eye-Tracking Approach

Modern consumers face a dramatic rise in web-based technological advancements and have trouble making rational and proper decisions when they shop online. When they try to make decisions about products and services, they also feel pressured against time when sorting among all of the unnecessary items in the flood of information available on the web. In this sense, they need to use consumer decision-making creativity (CDMC) to make rational decisions. However, unexplored research questions on this subject remain. First, in what ways do task difficulty and time constraints affect visual attention on exploitative and exploratory activities differently? Second, how does the location of the reference (i.e., hints) influence the level of visual attention to exploitative and exploratory activities depending on affordance theory? Third, how do exploratory and exploitative activities affect CDMC? Eye-tracking experiments were conducted with 70 participants to obtain relevant metrics such as total fixation duration (TFD), fixation count (FC), and visit count (VC) to answer these research questions. Our findings suggest that task difficulty influences exploitative activity, whereas time constraint is related to the exploratory activity. The result of the location of hints aligns with the affordance theory for the exploitative activity. Besides, exploratory activity positively affected CDMC, but exploitative activity did not show any effect.

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The impact of product presentation on decision-making and purchasing

Qualitative Market Research An International Journal ◽

10.1108/qmr-09-2017-0124 ◽

2019 ◽

Vol 22 (3) ◽

pp. 365-380 ◽

Cited By ~ 1

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.

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Cross-Cultural Research on Consumer Decision Making of HNB Product Modeling Based on Eye Tracking

Lecture Notes in Computer Science - Cross-Cultural Design. Experience and Product Design Across Cultures ◽

10.1007/978-3-030-77074-7_23 ◽

2021 ◽

pp. 288-299

Author(s):

Lizhong Hu ◽

Lili Sun ◽

Yong Zha ◽

Min Chen ◽

Lei Wu ◽

...

Keyword(s):

Decision Making ◽

Eye Tracking ◽

Cross Cultural ◽

Consumer Decision Making ◽

Product Modeling ◽

Consumer Decision ◽

Cultural Research ◽

Cross Cultural Research

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Eye-tracking analysis of leafy vegetables

Review on Agriculture and Rural Development ◽

10.14232/rard.2017.1-2.32-37 ◽

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.

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