Exploratory shopping: attention affects in-store exploration and unplanned purchasing

A fundamental function of retailing is to bring products into the view of shoppers, because viewing products can activate forgotten or new needs. Retailers thus employ various strategies to entice shoppers to explore the product assortment and store environment, in the hopes of stimulating unplanned purchasing. Here we investigate consumers’ breadth of attention as a mechanism of such in-store exploration and hence of unplanned purchasing. Specifically, attentional breadth is the focus that is directed to a wider or more limited area in processing visual scenes. In a series of lab and field experiments we show that shoppers’ attentional breadth activates an exploratory mindset that stimulates visual and physical exploration of shopping environments, ultimately affecting their product choices and unplanned purchasing. We also show that more impulsive buyers are more susceptible to these effects. These results complement and constrain prior theorizing on mindset theory, attention, store exploration, and unplanned purchasing, all of which are of practical importance to both retailers and consumers

Deep inelastic inclusive and diffractive scattering at Q2Q^2 values from 25 to 320 GeV2^2 with the ZEUS forward plug calorimeter

Deep inelastic scattering and its diffractive component, $ep \to e^{\prime}\gamma^* p \to e^{\prime}XN$, have been studied at HERA with the ZEUS detector using an integrated luminosity of 52.4 pb$^{-1}$. The $M_X$ method has been used to extract the diffractive contribution. A wide range in the centre-of-mass energy $W$ (37 -- 245 GeV), photon virtuality $Q^2$ (20 -- 450 GeV$^2$) and mass $M_X$ (0.28 -- 35 GeV) is covered. The diffractive cross section for $2 < M_X < 15$ GeV rises strongly with $W$, the rise becoming steeper as $Q^2$ increases. The data are also presented in terms of the diffractive structure function, $F^{\rm D(3)}_2$, of the proton. For fixed $Q^2$ and fixed $M_X$, \xpom F^{\rm D(3)}_2 shows a strong rise as \xpom \to 0, where \xpom is the fraction of the proton momentum carried by the Pomeron. For Bjorken-$x < 1 \cdot 10^{-3}$, \xpom F^{\rm D(3)}_2 shows positive $\log Q^2$ scaling violations, while for $x \ge 5 \cdot 10^{-3}$ negative scaling violations are observed. The diffractive structure function is compatible with being leading twist. The data show that Regge factorisation is broken.Comment: 89 pages, 27 figure