Boundaries of the centrality effect during product choice

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• 作者：Luke Greenacre ; ^{Luke.Greenacre@unisa.edu.au" class="auth_mail" title="E-mail the corresponding author} ; James Martin ; Sarah Patrick ; Victoria Jaeger
• 关键词：Central gaze cascade ; Horizontal centrality ; Time condition
• 刊名：Journal of Retailing and Consumer Services
• 出版年：2016
• 出版时间：September 2016
• 年：2016
• 卷：32
• 期：Complete
• 页码：32-38
• 全文大小：1027 K

文摘

Horizontal centrality bias has been found to influence what products consumers pay attention to and what products they choose to purchase. Such bias offers substantial competitive advantage to brands that know about it and display their products so as to capitalize on it. Atalay et al. (2012) identified the key components of this horizontal centrality effect: initial fixation bias, gaze cascade bias, and subsequent choice bias. In this paper, we re-examine their study under two new conditions: time pressure and a more ambiguous choice action. We find that although the horizontal centrality effect persists, it is modified in the extended time condition. The central gaze cascade component does not arise in the data when the choice moment is ambiguous, however, choice bias persists under all conditions.