| Tekijä: | Russo, J. Leclerc, F. |
| Otsikko: | An eye-fixation analysis of choice processes for consumer nondurables |
| Lehti: | Journal of Consumer Research
1994 : SEP, VOL. 21:2, p. 274-290 |
| Asiasana: | CONSUMER RESEARCH METHODOLOGY EVALUATION |
| Kieli: | eng |
| Tiivistelmä: | The nature of the choice process for commonly purchased nondurables was examined by tracking eye fixations in a laboratory simulation of supermarket shelving. The observed process contains three stages that were interpreted as orientation, evaluation, and verification. Orientation consisted of an overview of the product display, although some initial screening out of alternatives also occurred. The evaluation stage was dominated by direct comparisons between two or three alternative products. |
SCIMA