Reaching for the (Product) Stars: Measuring Recognition and Approach Speed to Get Insights Into Consumer Choice

In three studies, an easy-to-apply response time task that differentiates between recognition and approach speed was applied. The results indicate that individuals recognized and approached positive stimuli faster than negative stimuli (Pilot Study). But, when the choice options differed less in valence, approach movement time was a better predictor of consumer choice and willingness to pay than recognition time (Study 1) and a better predictor of consumer choice than self-reports when the choice was made with an affective compared to a cognitive focus (Study 2). Moreover, approach movement time, but not recognition time correlated with other implicit measures

5. Vortrag (22.03.2007): Politikwissenschaften campusübergreifend vermittelt

Inhalt: Rahmenbedingungen; Positive und negative Erfahrungen; Konsequenze

Investigating the mechanisms by which selective attention affects subsequent preferences and choice

This object contains research data and analyses of two experiments published in the research paper: "Investigating the mechanisms by which selective attention affects subsequent preferences and choice

When products compete for consumers attention : How selective attention affects preferences

A basic idea in vision research is that selective attention determines not only which information is processed, but also how stimuli are evaluated and choices are made. In line with this reasoning, researchers provided initial evidence for effects of selective attention on product choice. However, little is known about the processes that underlie these effects. Hence, we examined several possible mechanisms that are discussed to explain effects of selective attention on product preferences. In three eye tracking experiments, we found that allocating attention to products while neglecting others led to an increase in preferences compared to just looking at products. We showed that this effect could not be explained by learning motor responses that are unrelated to preferences, and we also observed the effect of selective attention on preferences when we controlled for the time participants' gaze actually dwelled on the products.publishe