Time to Pay Attention to Attention: Using Attention-Based Process Traces to Better Understand Consumer Decision-Making

Marketing Letters (2020) 31:381–392

SMU Cox School of Business Research Paper No. 20-07

23 Pages Posted: 5 Feb 2021

See all articles by Milica Milosavljevic Mormann

Milica Milosavljevic Mormann

Southern Methodist University (SMU) - Marketing Department

Tom Griffiths

Princeton University

Chris Janiszewski

University of Florida - Warrington College of Business Administration

J. Edward Russo

Cornell University - Samuel Curtis Johnson Graduate School of Management

Anocha Aribarg

University of Michigan at Ann Arbor - Stephen M. Ross School of Business

Nathaniel J. S. Ashby

Harrisburg University of Science and Technology; Harrisburg University of Science and Technology

Rajesh Bagchi

Pamplin College of Business, Virginia Tech

Sudeep Bhatia

University of Pennsylvania

Aleksandra Kovacheva

University at Albany (SUNY)

Martin Meissner

University of Southern Denmark

Kellen Mrkva

Columbia Business School - Marketing

Date Written: November 28, 2020

Abstract

This paper examines consumers’ attention traces (e.g., sequences of eye fixations and saccades) during choice. Due to reduced equipment cost and increased ease of analysis, attention traces can reflect a more fine-grained representation of decision-making activities (e.g., formation of a consideration set, alternative evaluation, and decision strategies). Besides enabling a better understanding of actual consumer choice, attention traces support more complex models of choice, and point to the prospects of specific interventions at various stages of the choice process. We identify and discuss promising areas for future research.

Keywords: attention, consumer, choice, fixations, eye-tracking, process tracing

Suggested Citation

Mormann, Milica Milosavljevic and Griffiths, Tom and Janiszewski, Chris and Russo, J. Edward and Aribarg, Anocha and Ashby, Nathaniel J. S. and Bagchi, Rajesh and Bhatia, Sudeep and Kovacheva, Aleksandra and Meissner, Martin and Mrkva, Kellen, Time to Pay Attention to Attention: Using Attention-Based Process Traces to Better Understand Consumer Decision-Making (November 28, 2020). Marketing Letters (2020) 31:381–392, SMU Cox School of Business Research Paper No. 20-07, Available at SSRN: https://ssrn.com/abstract=3739010

Milica Milosavljevic Mormann (Contact Author)

Southern Methodist University (SMU) - Marketing Department ( email )

United States

Tom Griffiths

Princeton University ( email )

22 Chambers Street
Princeton, NJ 08544-0708
United States

Chris Janiszewski

University of Florida - Warrington College of Business Administration ( email )

Gainesville, FL 32611
United States

J. Edward Russo

Cornell University - Samuel Curtis Johnson Graduate School of Management ( email )

Ithaca, NY 14853
United States

Anocha Aribarg

University of Michigan at Ann Arbor - Stephen M. Ross School of Business ( email )

701 Tappan Street
Ann Arbor, MI MI 48109
United States

Nathaniel J. S. Ashby

Harrisburg University of Science and Technology ( email )

326 Market St
Harrisburg, PA 17101
United States

Harrisburg University of Science and Technology ( email )

326 Market St
Harrisburg, PA 17101
United States

Rajesh Bagchi

Pamplin College of Business, Virginia Tech ( email )

1016 Pamplin Hall
Blacksburg, VA 24061
United States

Sudeep Bhatia

University of Pennsylvania ( email )

Philadelphia, PA 19104
United States

Aleksandra Kovacheva

University at Albany (SUNY) ( email )

1400 Washington Ave
Albany, NY 12222
United States

Martin Meissner

University of Southern Denmark ( email )

Campusvej 55
DK-5230 Odense, 5000
Denmark

Kellen Mrkva

Columbia Business School - Marketing ( email )

New York, NY 10027
United States

HOME PAGE: http://kellenmrkva.wordpress.com

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