کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1016883 | 940276 | 2016 | 5 صفحه PDF | دانلود رایگان |
This study integrates neuroscientific tools such as data from eye movements, store navigation, and brand choice in a virtual supermarket into a single source data analysis to examine consumer choice, customer experience, and shopping behavior in a store. Through qualitative comparative analysis, the findings suggest that a high level of attention to a brand and slow eye movements between brands lead to additional brand purchases within the product category. This study points out that the key driver of additional brand choices is the time buyers spend on the first choice, showing that the allocation of less for the first choice triggers additional purchases within the product category and, therefore, increases sales. In addition, this study discusses practical and methodological implications for retailers, manufacturers, and researchers.
Journal: Journal of Business Research - Volume 69, Issue 4, April 2016, Pages 1423–1427