Visual attention, buying impulsiveness, and consumer behavior

Hayk Khachatryan, Alicia Rihn, Bridget Behe, Charles Hall, Ben Campbell, Jennifer Dennis, Chengyan Yue

Research output: Contribution to journalArticlepeer-review

11 Scopus citations

Abstract

Buying impulsiveness is frequently triggered by point-of-sale information. In order to impact consumer behavior, this information must be visually noticed. In this study, researchers propose that consumers’ level of buying impulsiveness impacts their visual attention to point-of-sale information (i.e., signs, displays). Specifically, individuals scoring high on the buying impulsiveness scale (BIS) fixate less on point-of-sale information. This was tested in two experiments where participants’ task was to rate their purchase likelihood for ornamental plants. Both experiments demonstrate that consumers with high BIS fixate less on in-store signs but more on displays than low BIS consumers. High BIS participants’ visual attention to informational signs positively impacts their purchasing behavior while their visual attention to the displays does not. Theoretical contributions to consumer behavior literature and implications for retail marketing efforts are discussed.

Original languageEnglish (US)
Pages (from-to)23-35
Number of pages13
JournalMarketing Letters
Volume29
Issue number1
DOIs
StatePublished - Mar 1 2018

Keywords

  • Eye tracking
  • In-store signs
  • Point-of-sale
  • Product displays

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