Visual attention,buying impulsiveness,and consumer behavior |
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| Authors: | Hayk Khachatryan Alicia Rihn Bridget Behe Charles Hall Ben Campbell Jennifer Dennis Chengyan Yue |
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| Affiliation: | 1.Food and Resource Economics Department and Mid-Florida Research and Education Center,University of Florida,Apopka,USA;2.Mid-Florida Research and Education Center,University of Florida,Apopka,USA;3.Department of Horticulture,Michigan State University,East Lansing,USA;4.Department of Horticultural Sciences,Texas A&M University,College Station,USA;5.Agricultural and Applied Economics,University of Georgia,Athens,USA;6.Department of Horticulture,Oregon State University,Corvallis,USA;7.Departments of Applied Economics and Horticultural Science,University of Minnesota,St. Paul,USA |
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| 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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