Visual attention, buying impulsiveness, and consumer behavior

Abstract

Buying impulsiveness is frequently triggered by point-of-sale information. In order to impact consumer behavior, this information must be visually noticed. In this study, researchers propose that consumers’ level of buying impulsiveness impacts their visual attention to point-of-sale information (i.e., signs, displays). Specifically, individuals scoring high on the buying impulsiveness scale (BIS) fixate less on point-of-sale information. This was tested in two experiments where participants’ task was to rate their purchase likelihood for ornamental plants. Both experiments demonstrate that consumers with high BIS fixate less on in-store signs but more on displays than low BIS consumers. High BIS participants’ visual attention to informational signs positively impacts their purchasing behavior while their visual attention to the displays does not. Theoretical contributions to consumer behavior literature and implications for retail marketing efforts are discussed.

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Fig. 1

Notes

  1. 1.

    All experimental procedures and processes were approved by the research institution’s IRB.

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Funding

This research was supported by the Specialty Crop Block Grant Program of the Florida Department of Agricultural and Consumer Services (Contract Number 020707) and Federal-State Marketing Improvement Program (Contract Number 02085) of the Agricultural Marketing Service, U.S. Department of Agriculture.

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Correspondence to Hayk Khachatryan.

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Khachatryan, H., Rihn, A., Behe, B. et al. Visual attention, buying impulsiveness, and consumer behavior. Mark Lett 29, 23–35 (2018). https://doi.org/10.1007/s11002-018-9446-9

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Keywords

  • Eye tracking
  • In-store signs
  • Point-of-sale
  • Product displays