Featured Research

from universities, journals, and other organizations

Are consumers aware that they are drawn to the center when choosing products?

Date:
July 16, 2012
Source:
University of Chicago Press Journals
Summary:
Consumers are more likely to select products located in the horizontal center of a display and may not make the best choices as a result, according to a new study.

Consumers are more likely to select products located in the horizontal center of a display and may not make the best choices as a result, according to a new study in the Journal of Consumer Research.

"A close investigation of visual attention reveals that consumers do not accurately recall their choice process. Our findings emphasize the relationship between horizontal location, attention, and choice," write authors A. Selin Atalay (HEC Paris), H. Onur Bodur (Concordia University), and Dina Rasolofoarison (Aston Business School).

Many products are arranged horizontally. For example, rows of snack bars in a vending machine, bottles displaying the beer selection in a bar, or jars of peanut butter on a supermarket shelf. How does this influence which option a consumer will choose?

Using eye-tracking devices, the authors investigated how location influences choices for products as varied as vitamins, meal replacement bars, and energy drinks. Consumers had a tendency to increase their visual focus on the central option in the final five seconds prior to a decision and this determined which option they would choose. Consumers did not accurately recall their choice process and were not aware of any conscious visual focus.

Another study in a retail environment demonstrated that the centrally located item within a product category is chosen more often, even when it is not placed in the center of the shelf or visual field. Consumers would make better choices if they were aware that their attention usually focuses on the center.

"In the context of low involvement choice between frequently purchased products, when choosing between unfamiliar yet equivalent brands, the visual search process and consumer choice are biased toward centrally located options. Being unaware that our attention is focused on the center can lead to poor choices," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. A. Selin Atalay, H. Onur Bodur, and Dina Rasolofoarison. Shining in the Center: Central Gaze Cascade Effect on Product Choice. Journal of Consumer Research, December 2012

Cite This Page:

University of Chicago Press Journals. "Are consumers aware that they are drawn to the center when choosing products?." ScienceDaily. ScienceDaily, 16 July 2012. <www.sciencedaily.com/releases/2012/07/120716191445.htm>.
University of Chicago Press Journals. (2012, July 16). Are consumers aware that they are drawn to the center when choosing products?. ScienceDaily. Retrieved September 21, 2014 from www.sciencedaily.com/releases/2012/07/120716191445.htm
University of Chicago Press Journals. "Are consumers aware that they are drawn to the center when choosing products?." ScienceDaily. www.sciencedaily.com/releases/2012/07/120716191445.htm (accessed September 21, 2014).

Share This



More Mind & Brain News

Sunday, September 21, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Could Grief Affect The Immune Systems Of Senior Citizens?

Could Grief Affect The Immune Systems Of Senior Citizens?

Newsy (Sep. 19, 2014) The study found elderly people are much more likely to become susceptible to infection than younger adults going though a similar situation. Video provided by Newsy
Powered by NewsLook.com
Food Addiction Might Be Caused By PTSD

Food Addiction Might Be Caused By PTSD

Newsy (Sep. 18, 2014) New research shows that women who suffer from PTSD are three times more likely to develop a food addiction. Video provided by Newsy
Powered by NewsLook.com
Corporal Punishment on Decline, Debate Renews

Corporal Punishment on Decline, Debate Renews

AP (Sep. 16, 2014) Corporal punishment in the United States is on the decline, but there is renewed debate over its use after Minnesota Vikings running back Adrian Peterson was charged with child abuse. (Sept. 16) Video provided by AP
Powered by NewsLook.com
FDA Eyes Skin Shocks Used at Mass. School

FDA Eyes Skin Shocks Used at Mass. School

AP (Sep. 15, 2014) The FDA is considering whether to ban devices used by the Judge Rotenberg Educational Center in Canton, Massachusetts, the only place in the country known to use electrical skin shocks as aversive conditioning for aggressive patients. (Sept. 15) Video provided by AP
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins