Shining in the center: Central gaze cascade effect on product choice

Journal of Consumer Research

Volumn 39, Issue 4, 2012, Pages 849-

  Atalay, A Selin ^a   Bodur, H Onur ^b   Rasolofoarison, Dina ^c  

^a HEC PARIS   (France)

^b Dept of Electrical and Computer Engineering   (Canada)

^c ASTON UNIVERSITY   (United Kingdom)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84869775806     PISSN: 00935301     EISSN: None     Source Type: Journal    
DOI: 10.1086/665984     Document Type: Article

References (96)

1. Anstis, Stuart M. (1974), "A Chart Demonstrating Variations in Acuity with Retinal Position," Vision Research, 14 (July), 589-92
2. Antes, James R. (1974), "The Time Course of Picture Viewing," Journal of Experimental Psychology, 103 (July), 62-70
3. Aribarg, Anocha, Rik Pieters, and Michel Wedel (2010), "Raising the BAR: Bias Adjustment of Recognition Tests in Advertising," Journal of Marketing Research, 47 (June), 387-400
4. Armel, K. Carrie, Aurelie Beaumel, and Antonio Rangel (2008), "Biasing Simple Choices by Manipulating Relative Visual Attention," Judgment and Decision Making, 3 (June), 396-403
5. Bargh, John A. (2002), "Losing Consciousness: Automatic Influences on Consumer Judgment, Behavior, and Motivation," Journal of Consumer Research, 29 (September), 280-85
6. Bar-Lev, Shaul K., and Peter Enis (1988), "On the Classical Choice of Variance Stabilizing Transformations and an Application for a Poisson Variate," Biometrika, 75 (4), 803-4
7. Bechara, Antoine, and Antonio Damasio (2005), "The Somatic Marker Hypothesis: A Neural Theory of Economic Decision," Games and Economic Behavior, 52 (August), 336-72
8. Bechara, Antoine, Hanna Damasio, Daniel Tranel, and Antonio Damasio (1997), "Deciding Advantageously before Knowing the Advantageous Strategy," Science, 275 (February), 1293-95
9. Broniarczyk, Susan M., and Joseph W. Alba (1994), "The Importance of the Brand in Brand Extension," Journal of Marketing Research, 31 (May), 214-28
10. Brownstein, Aaron L. (2003), "Biased Predecision Processing," Psychological Bulletin, 129 (4), 545-68
11. Buswell, Guy Thomas (1935), How People Look at Pictures: A Study of the Psychology of Perception in Art, Chicago: University of Chicago Press.
12. Carlson, Kurt A., and Abhijit Guha (2011), "Leader-Focused Search: The Impact of an Emerging Preference on Information Search," Organizational Behavior and Human Decision Processes, 115 (1), 133-41
13. Carlson, Kurt A., Margaret G. Meloy, and J. Edward Russo (2006), "Leader-Driven Primacy: How Attribute Order Can Affect Consumer Choice," Journal of Consumer Research, 32 (March), 513-18
14. Carlson, Kurt A., and J. Edward Russo (2001), "Biased Interpretation of Evidence by Mock Jurors," Journal of Experimental Psychology: Applied, 7 (2), 91-103
15. Castelhano, Monica S., and John M. Henderson (2008), "The Influence of Color on Perception of Scene Gist," Journal of Experimental Psychology: Human Perception and Performance, 34 (3), 660-75
16. Chandon, Pierre, J. Wesley Hutchinson, Eric T. Bradlow, and Scott Young (2007), "Measuring the Value of Point-of-Purchase Marketing with Commercial Eye-Tracking-Data," in Visual Marketing: From Attention to Action, ed. Michel Wedel and Rik Pieters, New York: Erlbaum, 225-58.
17. Chandon, Pierre, J. Wesley Hutchinson, Eric T. Bradlow, and Scott Young (2009), "Does In-Store Marketing Work? Effects of the Number and Position of Shelf Facings on Brand Attention and Evaluation at the Point of Purchase," Journal of Marketing, 73 (November), 1-17
18. Changizi, Mark A., and Shinsuke Shimojo (2008), "A Functional Explanation for the Effects of Visual Exposure on Preference," Perception, 37 (10), 1510-19
19. Christenfeld, Nicholas (1995), "Choices from Identical Options," Psychological Science, 6 (January), 50-55
20. Christianson, Sven-Ake, Elizabeth F. Loftus, Hunter Hoffman, and Geoffrey R. Loftus (1991), "Eye Fixations and Memory for Emotional Events," Journal of Experimental Psychology: Learning, Memory, and Cognition, 17 (July), 693-701
21. Clement, Jesper (2007), "Visual Influence on In-Store Buying Decisions: An Eye-Track Experiment on the Visual Influence of Packaging Design," Journal of Marketing Management, 23 (9-10), 917-28
22. Coupey, Eloïse, H. Onur Bodur, and David Brinberg (1998), "Predecision Processes in Consumer Choice: Effects of Prior Knowledge on Aspects of Decision Structuring," in Advances in Consumer Research, Vol. 25, ed. Joseph W. Alba and J. Wesley Hutchinson, Provo, UT: Association for Consumer Research, 226-32
23. Cowley, Elizabeth, and Andrew A. Mitchell (2003), "The Moderating Effect of Product Knowledge on the Learning and Organization of Product Information," Journal of Consumer Research, 30 (December), 443-54
24. Deng, Xiaoyan, and Barbara E. Kahn (2009), "Is Your Product on the Right Side? The 'Location Effect' on Perceived Product Heaviness and Package Evaluation," Journal of Marketing Research, 46 (December), 725-38
25. Deubel, Heiner, and Werner X. Schneider (1996), "Saccade Target Selection and Object Recognition: Evidence for a Common Attentional Mechanism," Vision Research, 36 (12), 1827-37
26. Ducrot, Stephanie, and Joel Pynte (2002), "What Determines the Eyes and Space Elasticity?" Perception and Psychophysics, 64 (7), 1130-43
27. Festinger, Leon (1957), A Theory of Cognitive Dissonance, Evanston, IL: Row & Peterson.
28. Fitzsimons, Gavan, J., J. Wesley Hutchinson, Patti Williams, Joseph W. Alba, Tanya L. Chartrand, Joel Huber, Frank R. Kardes, Geeta Menon, Priya Raghubir, J. Edward Russo, Baba Shiv, and Nader T. Tavassoli (2002), "Non-conscious Influences on Consumer Choice," Marketing Letters, 13 (3), 269-79
29. Freeman, Murray, and John W. Tukey (1950), "Transformations Related to the Angular and the Square Root," Annals of Mathematical Statistics, 21 (4), 607-11
30. Glaholt, Mackenzie G., and Eyal M. Reingold (2009), "Time Course of Gaze Bias in Visual Decision Tasks," Visual Cognition, 17 (8), 1228-43.
31. Glaholt, Mackenzie G., and Eyal M. Reingold (2011), "Eye Movement Monitoring as a Process Tracing Methodology in Decision Making Research," Journal of Neuroscience, Psychology, and Economics, 4 (May), 125-46
32. Grill-Spector, Kalanit, and Nancy Kanwisher (2005), "Visual Recognition: As Soon as You Know It Is There, You Know What It Is," Psychological Science, 16 (2), 152-60
33. Ho-Phuoc, Tien, Nathalie Guyader, and Anne Gue ́rin-Dugue ́ (2010), "A Functional and Statistical Bottom-Up Saliency Model to Reveal the Relative Contributions of Low-Level Visual Guiding Factors," Cognitive Computation, 2 (4), 344-59
34. Janiszewski, Chris (1993), "Preattentive Mere Exposure Effects," Journal of Consumer Research, 20 (December), 376-92.
35. Janiszewski, Chris (1998), "The Influence of Display Characteristics on Visual Exploratory Search Behavior," Journal of Consumer Research, 25 (December), 290-301
36. Johansson, Petter, Lars Hall, Sverker Sikström, and Andreas Olsson (2005), "Failure to Detect Mismatches between Intention and Outcome in a Simple Decision Task," Science, 310 (October), 116-19
37. Keller, Kevin Lane (1993), "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity," Journal of Marketing, 57 (January), 1-22
38. Krajbich, Ian, Carrie Armel, and Antonio Rangel (2010), "Visual Fixations and the Computation and Comparison of Value in Simple Choice," Nature Neuroscience, 13 (October), 1292-98
39. Krugman, Dean M., Richard J. Fox, James E. Fletcher, Paul M. Fisher, and Tina H. Rojas (1994). "Do Adolescents Attend to Warnings in Cigarette Advertising? An Eye Tracking Approach," Journal of Advertising Research, 34 (November/ December), 39-52
40. Krugman, Herbert E. (1965), "The Impact of Television Advertising: Learning without Involvement," Public Opinion Quarterly, 29 (Fall), 349-56
41. Kuhlberger, Anton, Michael Schulte-Mecklenbeck, and Rob Ranyard (2011), "Introduction: Windows for Understanding the Mind," in Handbook of Process Tracing Methods for Decision Research, ed. Michael Schulte-Mecklenbeck, Anton Kuhberger, and Rob Ranyard, New York: Psychology Press, 43-64
42. Kustov, Alexander A., and David L. Robinson (1996), "Shared Neural Control of Attentional Shifts and Eye Movements," Nature, 384 (7), 74-77
43. Lichtenstein, Sarah, and Paul Slovic (2006), The Construction of Preference, New York: Cambridge University Press.
44. Lindgaard, Gitte, Gary Fernandes, Cathy Dudek, and Judith Brown (2006), "AttentionWeb Designers: You Have 50 Milliseconds to Make a Good First Impression," Behavior and Information Technology, 25 (2), 115-26
45. Locher, Paul J., and Calvin F. Nodine (1973), "Influence of Stimulus Symmetry on Visual Scanning Patterns," Perception and Psychophysics, 13 (3), 408-12.
46. Locher, Paul J., and Calvin F. Nodine (1989), "The Perceptual Value of Symmetry," Computers and Mathematics with Applications, 17 (4-6), 475-84
47. Loftus, Geoffrey R., and Erin M. Harley (2004), "How Different Spatial-Frequency Components Contribute to Visual Information Acquisition," Journal of Experimental Psychology: Human Perception and Performance, 30 (1), 104-18
48. Loftus, Geoffrey R., and Jennifer E. McLean (1999), "A Front End to a Theory of Picture Recognition," Psychonomic Bulletin and Review, 6 (3), 394-411
49. Mackworth, Norman H., and Anthony J. Morandi (1967), "The Gaze Selects Informative Details within Pictures," Attention, Perception, and Psychophysics, 2 (11), 547-52
50. Matin, Ethel (1974), "Saccadic Suppression: A Review and an Analysis," Psychological Bulletin, 81 (December), 899-917
51. Maughan, Lizzie, Sergei Gutnikov, and Rob Stevens (2007), "Like More, Look More. Look More, Like More: The Evidence from Eye-Tracking," Journal of Brand Management, 14 (April), 335-42
52. Milosavljevic, Milica, and Moran Cerf (2008), "First Attention, Then Intention: Insights from Computational Neuroscience of Vision," International Journal of Advertising, 27 (3), 381-98
53. Mohler, Charles W., and Robert H. Wurtz (1976), "Organization of Monkey Superior Colliculus: Intermediate Layer Cells Discharging before Eye Movements," Journal of Neurophysiology, 39 (4), 745-65
54. Montgomery, Henry (1983), "Decision Rules and the Search for a Dominance Structure: Towards a Process Model of Decision Making," in Analysing and Aiding Decision Processes, ed. Patrick C. Humphreys, Ola Svenson, and Anna Vari, Amsterdam: North-Holland, 343-69
55. Montgomery, Henry, and Ola Svenson, (1983), "A Think Aloud Study of Dominance Structuring in Decision Processes," in Aspiration Levels in Bargaining and Economic Decision Making, ed. Reinhard Tietz, Berlin: Springer-Verlag, 383-99
56. Neider, Mark B., and Gregory J. Zelinsky (2006), "Scene Context Guides Eye Movements during Visual Search," Vision Research, 46 (2006), 614-21
57. Nisbett, Richard E., and Timothy DeCampWilson (1977), "Telling More Than We Can Know: Verbal Reports on Mental Processes," Psychological Review, 84 (March), 231-59
58. Pare ́, Martin, and Douglas P. Munoz (2001), "Expression of a Recentering Bias in Saccade Regulation by Superior Colliculus Neurons," Experimental Brain Research, 137 (3-4), 354-68
59. Parkhurst, Derrick, Klinton Law, and Ernst Niebur (2002), "Modeling the Role of Salience in the Allocation of Overt Visual Attention," Vision Research, 42 (January), 107-23
60. Payne, John W., James R. Bettman, Eloïse Coupey, and Eric J. Johnson (1992), "A Constructive Process View of Decision Making: Multiple Strategies in Judgment and Choice," Acta Psychologica, 80 (1-3), 107-41
61. Pieters, Rik, and Luk Warlop (1999), "Visual Attention during Brand Choice: The Impact of Time Pressure and Task Motivation," International Journal of Research in Marketing, 16 (February), 1-16
62. Pieters, Rik, and Michel Wedel (2008), "Informativeness of Eye Movements for Visual Marketing: Six Cornerstones," in Visual Marketing: From Attention to Action, ed. Michel Wedel and Rik Pieters, New York: Erlbaum, 43-72.
63. Pieters, Rik, and Michel Wedel (2012), "Ad Gist: Ad Communication in a Single Eye Fixation," Marketing Science, 31 (February), 59-73
64. Preacher, Kristopher J., and Andrew F. Hayes (2004), "SPSS and SAS Procedures for Estimating Indirect Effects in Simple Mediation Models," Behavior Research Methods, Instruments, and Computers, 36 (November), 717-31.
65. Preacher, Kristopher J., and Andrew F. Hayes (2008), "Asymptotic and Resampling Strategies for Assessing and Comparing Indirect Effects in Multiple Mediator Models," Behavior Research Methods, 40 (August), 879-91
66. Raghunathan, Rajagopal, Rebecca Walker Naylor, and Wayne D. Hoyer (2006), "The Unhealthy p Tasty Intuition and Its Effects on Taste Inferences, Enjoyment and Choice of Food Products," Journal of Marketing, 70 (October), 170-84
67. Rayner, Keith (1998), "Eye Movements in Reading and Information Processing: 20 Years of Research," Psychological Bulletin, 124 (November), 372-422
68. Rosbergen, Edward, Rik Pieters, and Michel Wedel (1997), "Visual Attention to Advertising: A Segment-Level Analysis," Journal of Consumer Research, 24 (December), 305-14
69. Rousselet, Guillaume A., Olivier R. Joubert, and Michele Fabre-Thorpe (2005), "How Long to Get the 'Gist' of Real-World Natural Scenes?" Visual Cognition, 12 (6), 852-77
70. Russo, J. Edward (2011), "Eye Fixations as a Process Trace," in Handbook of Process Tracing Methods for Decision Research, ed. Michael Schulte-Mecklenbeck, Anton Kuhberger, and Rob Ranyard, New York, Psychology Press, 43-64
71. Russo, J. Edward, Kurt A. Carlson, Margaret G. Meloy, and Kevyn Yong (2008), "The Goal of Consistency as a Cause of Information Distortion," Journal of Experimental Psychology: General, 137 (August), 456-70
72. Russo, J. Edward, and France Leclerc (1994), "An Eye-Fixation Analysis of Choice Processes for Consumer Nondurables," Journal of Consumer Research, 21 (September), 274-90
73. Russo, J. Edward, Margaret G. Meloy, and Victoria H. Medvec (1998), "Predecisional Distortion of Product Information," Journal of Marketing Research, 35 (November), 438-52
74. Russo, J. Edward, and Larry D. Rosen (1975), "An Eye Fixation Analysis of Multialternative Choice," Memory and Cognition, 3 (3), 267-76
75. Sanders, Andries F., and Mieke Donk (1996), "Visual Search," in Handbook of Perception and Action: Attention 3, ed. Andries Frans Sanders and Odmar Neumann, London: Academic Press, 43-77
76. Shah, James Y., and Arie W. Kruglanski (2002), "Priming against YourWill: How Accessible Alternatives Affect Goal Pursuit," Journal of Experimental Social Psychology, 38 (4), 384-96
77. Sharot, Tali, Cristina M. Velasquez, and Raymond J. Dolan (2010), "Do Decisions Shape Preference? Evidence from Blind Choice," Psychological Science, 21 (September), 1231-35
78. Shaw, Jerry I., Jon E. Bergen, Chad A. Brown, and Maureen E. Gallagher (2000), "Centrality Preferences in Choices among Similar Options," Journal of General Psychology, 127 (April), 157-64
79. Shimojo, Shinsuke, Claudiu Simion, Eiko Shimojo, and Christian Scheier (2003), "Gaze Bias Both Reflects and Influences Preference," Nature Neuroscience, 6 (December), 1317-22
80. Shiv, Baba, Antoine Bechara, Irwin Levin, Joseph W. Alba, James R. Bettman, Laurette Dube, Alice Isen, Barbara Mellers, Ale Smidts, Susan J. Grant, and A. Peter McGraw (2005), "Decision Neuroscience," Marketing Letters, 16 (3-4), 375-86
81. Simion, Claudiu, and Shinsuke Shimojo (2006), "Early Interactions between Orienting, Visual Sampling, and Decision Making in Facial Preference," Vision Research, 46 (October), 3331-35
82. Simon, Dan, Daniel C. Krawczyk, and Keith J. Holyoak (2004), "Construction of Preferences by Constraint Satisfaction," Psychological Science, 15 (5), 331-36
83. Tatler, Benjamin W. (2007), "The Central Fixation Bias in Scene Viewing: Selecting an Optimal Viewing Position Independently of Motor Biases and Image Feature Distributions," Journal of Vision, 7 (November), 1-17
84. Tatler, Benjamin W., Roland J. Baddeley, and Iain D. Gilchrist (2005), "Visual Correlates of Fixation Selection: Effects of Scale and Time," Journal of Vision, 45 (March), 643-59
85. Tsal, Yehoshua, and Nilli Lavie (1993), "Location Dominance in Attending to Color and Shape," Journal of Experimental Psychology: Human Perception and Performance, 19 (1), 131-39
86. Tseng, Po-He, Ran Carmi, Ian G. M. Cameron, Douglas P. Munoz, and Laurent Itti (2009), "Quantifying Center Bias of Observers in Free Viewing of Dynamic Natural Scenes," Journal of Vision, 9 (July), 1-16
87. Valenzuela, Ana, and Priya Raghubir (2009), "Position-Based Beliefs: The Center-Stage Effect," Journal of Consumer Psychology, 19 (April), 185-96.
88. Valenzuela, Ana, and Priya Raghubir (2010), "Are Consumers Aware of Top-Bottom but Not of Left-Right Inferences? Implications for Shelf Space Positions," Working Paper, Marketing Department, Baruch College, City University of New York, NY 10010.
89. van der Heijden, A. H. C. (1992), Selective Attention in Vision, New York: Routledge.
90. van der Lans, Ralf, Rik Pieters, and Michel Wedel (2008a), "Competitive Brand Salience," Marketing Science, 27 (September), 922-31.
91. van der Heijden, A. H. C (2008b), "Eye-Movement Analysis of Search Effectiveness," Journal of the American Statistical Association, 103 (June), 452-61
92. Wedel, Michel, and Rik Pieters (2000), "Eye Fixations on Advertisements and Memory for Brands: A Model and Findings," Marketing Science, 19 (4), 297-312.
93. Wedel, Michel, and Rik Pieters (2008), "Informativeness of Eye Movements for Visual Marketing: Six Cornerstones," in Visual Marketing: From Attention to Action, ed. Michel Wedel and Rik Pieters, New York: Erlbaum, 43-72
94. Willemson, Martijn C., Ulf Böckenholt, and Eric J. Johnson (2011), "Choice by Value Encoding and Value Construction: Processes of Loss Aversion," Journal of Experimental Psychology: General, 140 (3), 303-24
95. Yarbus, Alfred L. (1967), Eye Movements and Vision, New York: Plenum.
96. Zajonc, Robert B. (1980), "Feeling and Thinking: Preferences Need No Inference," American Psychologist, 35 (February) 151-71.