Eye-Tracking Reveals Processes that Enable Conjoint Choices to Become Increasingly Efficient with Practice

Martin Meißner, Andres Musalem, and Joel Huber Eye-Tracking Reveals Processes that Enable Conjoint Choices to Become Increasingly Efficient with Practice. Journal of Marketing Research, Forthcoming

Posted: 5 Oct 2013 Last revised: 20 Aug 2015

See all articles by Martin Meißner

Martin Meißner

Zeppelin University

Andres Musalem

Universidad de Chile

Joel C. Huber

Duke University - Fuqua School of Business

Date Written: July 27, 2015

Abstract

Choice-based conjoint is a popular way to characterize consumers’ choices. Three eye-tracking studies reveal decision processes in conjoint choices that take less time and are more accurate with practice. We observe two simplification processes that are associated with greater speed and reliability. Alternative focus gradually shifts attention towards options that represent promising choices, while attribute focus directs attention to important attributes that are most likely to alter or confirm a decision. Alternative and attribute focus increase in intensity with practice. In terms of biases, we detect a small but consistent focus on positive aspects of the item chosen and negative aspects of the items not chosen. We also show that incidental exposures arising from the alternative first examined or from a central horizontal location increase attention but have a much more modest and often insignificant impact on conjoint choices. Overall, conjoint choice is revealed to be a process that is largely formed by goal-driven values that respondents bring to the task, one that is relatively free of distorting effects from task layout or random exposures.

Keywords: Eye-tracking, conjoint, choice models, attention, preference, incidental exposure, goal-driven processes, Poisson model

JEL Classification: C10, C11, C25, C31, C35, C91

Suggested Citation

Meißner, Martin and Musalem, Andres and Huber, Joel C., Eye-Tracking Reveals Processes that Enable Conjoint Choices to Become Increasingly Efficient with Practice (July 27, 2015). Martin Meißner, Andres Musalem, and Joel Huber Eye-Tracking Reveals Processes that Enable Conjoint Choices to Become Increasingly Efficient with Practice. Journal of Marketing Research, Forthcoming , Available at SSRN: https://ssrn.com/abstract=2335446 or http://dx.doi.org/10.2139/ssrn.2335446

Martin Meißner

Zeppelin University ( email )

Am Seemoser Horn 20
Friedrichshafen, 88045
Germany

HOME PAGE: http://https://www.zeppelin-university.com/chairs/marketing/index.php

Andres Musalem (Contact Author)

Universidad de Chile ( email )

Beauchef 851
Santiago
Chile

HOME PAGE: http://www.dii.uchile.cl/~amusalem

Joel C. Huber

Duke University - Fuqua School of Business ( email )

Box 90120
Durham, NC 27708-0120
United States
919-660-7785 (Phone)

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Abstract Views
828
PlumX Metrics