Elapsed time on first buying triggers brand choices within a category: A virtual reality-based study

This study integrates neuroscientific tools such as data from eye movements, store navigation, and brand choice in a virtual supermarket into a single source data analysis to examine consumer choice, customer experience, and shopping behavior in a store. Through qualitative comparative analysis, the findings suggest that a high level of attention to a brand and slow eye movements between brands lead to additional brand purchases within the product category. This study points out that the key driver of additional brand choices is the time buyers spend on the first choice, showing that the allocation of less for the first choice triggers additional purchases Within the product category and, therefore, increases sales. In addition, this study discusses practical and methodological implications for retailers, manufacturers, and researchers. (C) 2015 Elsevier Inc All rights reserved.The authors thank the reviewers for their careful reading and suggestions. Also thanks to Jaime Guixeres, LabHuman, Universitat Politecnica de Valencia, for his comments in an earlier version of the paper. The Spanish Ministry of Economia y Competitividad (Project TIN 2013-45,736-R) supported this research.Bigné-Alcaiz, E.; Llinares Millán, MDC.; Torrecilla Moreno, C. (2016). Elapsed time on first buying triggers brand choices within a category: A virtual reality-based study. Journal of Business Research. 69(4):1423-1427. https://doi.org/10.1016/j.jbusres.2015.10.119S1423142769