Simulated Attention-Tracking Methodologies: An Examination of Measurement Efficacy

ABSTRACT

This study introduces and examines a simulated attention-tracking methodology as an emerging technique to improve the study of in-store shopper behavior and decision making. To assess the viability of this new methodology, we examine its efficacy in producing consumer behavior data consistent with results predicted by the marketing literature. Empirical data across five grocery categories are used to examine the influence of personal, product, and situational differences on external information search. Findings show that the attention-tracking methodology is able to demonstrate expected results in almost all cases. The methodology is also able to provide a more complete view of external information search through tracing the observed search behavior preceding decision making. This proof of methodology responds directly to calls in the marketing and retailing literature to test new and emerging methodologies in support of research on in-store marketing and shopper behavior. Findings also provide managers with a methodology to examine the actual impact of marketing actions intended to capture shoppers’ attention at the retail shelf and to influence behavior.

KEYWORDS:

• Attention-tracking
• external information search
• retail

Notes

¹ First they are asked to locate and click on a series of specific shapes within a variety of other shapes. Next they are asked to move through a field of colored balls and click on those that have a white dot in the center. They are then prepared to use their mouse to move the cursor and to look through the ocular lens to locate items of interest. The respondent is next invited to a realistically simulated retail shelf. They are asked to click on the first thing that catches their eye. This location is identified as the point of arrival. They are returned to the point of arrival and asked to shop the shelf and to click on anything they wish to consider further.