Visual attention, buying impulsiveness, and consumer behavior
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Visual attention, buying impulsiveness, and consumer behavior Hayk Khachatryan 1 & Alicia Rihn 2 & Bridget Behe 3 & Charles Hall 4 & Ben Campbell 5 & Jennifer Dennis 6 & Chengyan Yue 7
# Springer Science+Business Media, LLC, part of Springer Nature 2018
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
* Hayk Khachatryan [email protected]
1
Food and Resource Economics Department and Mid-Florida Research and Education Center, University of Florida, 2725 S. Binion Road, Apopka, FL 32703, USA
2
Mid-Florida Research and Education Center, University of Florida, 2725 S. Binion Road, Apopka, FL 32703, USA
3
Department of Horticulture, Michigan State University, 1066 Bogue St, East Lansing, MI 48824, USA
4
Department of Horticultural Sciences, Texas A&M University, 2133 TAMU, College Station, TX 77843, USA
5
Agricultural and Applied Economics, University of Georgia, 0314a Conner Hall, 147 Cedar St, Athens, GA 30602, USA
6
Department of Horticulture, Oregon State University, 300 Kerr Administration, 1500 SW Jefferson Ave, Corvallis, OR 97331, USA
7
Departments of Applied Economics and Horticultural Science, University of Minnesota, 458 Alderman Hall, 1970 Folwell Avenue, St. Paul, MN 55108, USA
Mark Lett
not. Theoretical contributions to consumer behavior literature and implications for retail marketing efforts are discussed. Keywords Eye tracking . In-store signs . Point-of-sale . Product displays
1 Introduction Consumer decision-making styles are important in marketing and are used to develop consumer segments, attract customers, and enhance promotion effectiveness (Hausman 2000; Kalla and Arora 2011). Impulsive buying is one decision-making style that is characterized by a spontaneous, irresistible, powerful, and persistent desire to immediately purchase a product (Goldenson 1984; Rook and Fisher 1995; Wolman 1973). According to recent estimates, 68% of purchases are unplanned (Ståhlberg and Maila 2010) and impulsive buying contributes US$4 billion in annual sales to the US retail industry (Mogelonsky 1998). Additionally, past studies show impulsive buying is encouraged by point-of-sale information including attractive products/displays, pricing, novelty, promotions, and demonstrations (Applebaum 1951; Clov
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