Visual Attention During Brand Choice: The Impact of Time Pressure and Task Motivation

CentER Discussion Paper Series No. 1998-69

Posted: 16 Nov 1998

See all articles by F. G. M. (Rik) Pieters

F. G. M. (Rik) Pieters

Tilburg University, CentER

Luk Warlop

KU Leuven - Faculty of Business and Economics (FEB); BI Norwegian Business School

Date Written: 1998

Abstract

Measures derived from eye-movement data reveal that during brand choice consumers adapt to time pressure by accelerating the visual scanning sequence, by filtering information and by changing their scanning strategy. In addition, consumers with high task motivation filter brand information less and pictorial information more. Consumers under time pressure filter textual ingredient information more, and pictorial information less. The results of a conditional logit analysis reveal that the chosen brand receives significantly more intra-brand and inter-brand saccades and longer fixation durations than non-chosen brands, independent of time pressure and task motivation conditions. Implications for the theory of consumer attention and for pretesting of packaging and shelf lay-outs are discussed.

JEL Classification: M31, M30

Suggested Citation

Pieters, F. G. M. (Rik) and Warlop, Luk, Visual Attention During Brand Choice: The Impact of Time Pressure and Task Motivation (1998). CentER Discussion Paper Series No. 1998-69. Available at SSRN: https://ssrn.com/abstract=138132

F. G. M. (Rik) Pieters (Contact Author)

Tilburg University, CentER ( email )

P.O. Box 90153
Tilburg, 5000 LE
Netherlands

Luk Warlop

KU Leuven - Faculty of Business and Economics (FEB) ( email )

Naamsestraat 69
Leuven, B-3000
Belgium

BI Norwegian Business School ( email )

Nydalsveien 37
Oslo, 0442
Norway

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