Attention Trajectories Predict Brand Choice

108 Pages Posted: 15 Jun 2019 Last revised: 1 May 2021

See all articles by Ana Martinovici

Ana Martinovici

Erasmus University Rotterdam (EUR) - Department of Marketing Management

F. G. M. (Rik) Pieters

Tilburg University, CentER

Tulin Erdem

New York University (NYU) - Leonard N. Stern School of Business; New York University (NYU) - Department of Marketing

Multiple version iconThere are 2 versions of this paper

Date Written: February 14, 2021

Abstract

Trajectories of attention during a complex brand choice task reflect the accumulation of utility and predict final choice before consumers implement it. Our findings reveal a “double attention lift” of the ultimately chosen brand towards the end of the choice task: it receives more attention than other brands do, and more of that attention is devoted to integrating information about the brand rather than to comparing it with other brands. Attention trajectories predict 85% of brand choices correctly out-of-sample, and 52% one period (29 secs.) before consumers reveal their brand choice. Attention during the choice task reflects sources of utility over and above those from brand ownership and knowledge effects. These results are obtained from a new multivariate attention-and-choice model, using K-fold Cross-Validation, and data from a large scale eye-tracking experiment among 325 regular consumers. The findings support notions from rational inattention theory, reveal the tight, potentially neurological, link between attention and utility accumulation, and have implications for consumer choice theory and managerial practice.

Keywords: Attention and Brand Choice, Complex Decision-Making, Utility Accumulation, Eye-Tracking, K-fold Cross-Validation.

Suggested Citation

Martinovici, Ana and Pieters, F. G. M. (Rik) and Erdem, Tulin, Attention Trajectories Predict Brand Choice (February 14, 2021). Available at SSRN: https://ssrn.com/abstract=3393021 or http://dx.doi.org/10.2139/ssrn.3393021

Ana Martinovici (Contact Author)

Erasmus University Rotterdam (EUR) - Department of Marketing Management ( email )

3000 DR Rotterdam
Netherlands

F. G. M. (Rik) Pieters

Tilburg University, CentER ( email )

P.O. Box 90153
Tilburg, 5000 LE
Netherlands

Tulin Erdem

New York University (NYU) - Leonard N. Stern School of Business ( email )

44 West 4th Street
Suite 9-160
New York, NY NY 10012
United States

New York University (NYU) - Department of Marketing ( email )

Henry Kaufman Ctr
44 W 4 St.
New York, NY
United States

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

Paper statistics

Downloads
94
Abstract Views
717
rank
319,327
PlumX Metrics