search query: @author Pieters, R. / total: 10
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| Author: | Pieters, R. Warlop, L. |
| Title: | Visual attention during brand choice: The impact of time pressure and task motivation |
| Journal: | International Journal of Research in Marketing
1999 : FEB, VOL. 16:1, p. 1-16 |
| Index terms: | BRANDS TIME MOTIVATION |
| Language: | eng |
| Abstract: | Measures derived from eye-movement data reveal that during brand choice consumers adapt tp time pressure by accelerating the visual scanning sequence, by filtering information and by changing their scanning strategy. In addition, consumers with high task motivation filter brand information less and pictoral information more. Consumers under time pressure filter textual ingredient information more, and pictoral information less. The results of a conditional logit analysis reveal that the chosen brand receives significantly more intera-brand and inter-brand saccades and longer fixation durations than non-chosen brands. |
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