Visual attention during brand choice: an eye-fixation analysis

Measures derived from eye-movement data reveal that during brand choice consumers adapt to time pressure by accelerating information, by filtering information and by changing their information acquisation strategy. In addition, consumers with high task motivation filter brand information less and pictorial information more. Consumers under time pressure filter textual ingredients information more, and pictoral information less. The results of multi-level logistic regression analysis reveal that the chosen brand is involved in significantly more intra-brand and inter-brand saccades than non-chosen brands, independent of time pressure and task motivation conditions. Implications for the theory of consumer attention and for pretesting of packaging ans shelf lay-outs are offered.status: publishe