What I see is what I want: Top-down attention biasing choice behavior

When making a purchasing decision, people typically scan the available options before deciding. Previous studies have shown that bottom-up stimulus-driven factors can influence choice behavior through their effect on attention, but studies that investigate the effect of top-down attention are scarce...

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Bibliographic Details
Published in:Journal of business research 2020-04, Vol.111, p.262-269
Main Authors: Vriens, M., Vidden, C., Schomaker, J.
Format: Article
Language:English
Subjects:
Attention
Buyer choices
Decision-making
Eye tracking
Marketing
Value-based choices
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Summary:When making a purchasing decision, people typically scan the available options before deciding. Previous studies have shown that bottom-up stimulus-driven factors can influence choice behavior through their effect on attention, but studies that investigate the effect of top-down attention are scarce. Here, we investigate the role of top-down attention, i.e. by using directional and neutral cues, in a choice task using eye fixations as a proxy of attention. On each trial, participants chose a preferred food item amongst two similarly valued options. Attention was manipulated using directional and neutral cues. We show that directional cues have a significant effect on attention, and attention has a significant effect on choice. A mediation analysis confirms the indirect effect of cues on choice. This suggests that cues can be used to guide attention to consumer products and affect purchasing decisions.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2019.09.001