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Category Congruence of Display-Only Products Influences Attention and Purchase Decisions

In e-commerce settings, shoppers can navigate to product-specific pages on which they are asked to make yes-or-no decisions about buying a particular item. Beyond that target, there are often other products displayed on the page, such as those suggested by the retailers’ recommendation systems, that...

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Autores principales: Karmarkar, Uma R., Carroll, Ann L., Burke, Marina, Hijikata, Shori
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2021
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8427019/
https://www.ncbi.nlm.nih.gov/pubmed/34512233
http://dx.doi.org/10.3389/fnins.2021.610060
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author Karmarkar, Uma R.
Carroll, Ann L.
Burke, Marina
Hijikata, Shori
author_facet Karmarkar, Uma R.
Carroll, Ann L.
Burke, Marina
Hijikata, Shori
author_sort Karmarkar, Uma R.
collection PubMed
description In e-commerce settings, shoppers can navigate to product-specific pages on which they are asked to make yes-or-no decisions about buying a particular item. Beyond that target, there are often other products displayed on the page, such as those suggested by the retailers’ recommendation systems, that can influence consumers’ buying behavior. We propose that display items that come from the same category as the target product (matched) may enhance target purchase by increasing the attractiveness of the presented opportunity. Contrasting this, mismatched display items may reduce purchase by raising awareness of opportunity costs. Eye-tracking was used to explore this framework by examining how different types of displays influenced visual attention. Although target purchase rates were higher for products with matched vs. mismatched displays, there was no difference in fixation time for the target images. However, participants attended to mismatched display items for more time than they did for matched ones consistent with the hypothesized processes. In addition, increases in display attractiveness increased target purchase, but only for matched items, in line with supporting the target category. Given the importance of relative attention and information in determining the impact of display items, we replicated the overall purchase effect across varying amounts of available display information in a second behavioral study. This demonstration of robustness supports the translational relevance of these findings for application in industry.
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spelling pubmed-84270192021-09-10 Category Congruence of Display-Only Products Influences Attention and Purchase Decisions Karmarkar, Uma R. Carroll, Ann L. Burke, Marina Hijikata, Shori Front Neurosci Neuroscience In e-commerce settings, shoppers can navigate to product-specific pages on which they are asked to make yes-or-no decisions about buying a particular item. Beyond that target, there are often other products displayed on the page, such as those suggested by the retailers’ recommendation systems, that can influence consumers’ buying behavior. We propose that display items that come from the same category as the target product (matched) may enhance target purchase by increasing the attractiveness of the presented opportunity. Contrasting this, mismatched display items may reduce purchase by raising awareness of opportunity costs. Eye-tracking was used to explore this framework by examining how different types of displays influenced visual attention. Although target purchase rates were higher for products with matched vs. mismatched displays, there was no difference in fixation time for the target images. However, participants attended to mismatched display items for more time than they did for matched ones consistent with the hypothesized processes. In addition, increases in display attractiveness increased target purchase, but only for matched items, in line with supporting the target category. Given the importance of relative attention and information in determining the impact of display items, we replicated the overall purchase effect across varying amounts of available display information in a second behavioral study. This demonstration of robustness supports the translational relevance of these findings for application in industry. Frontiers Media S.A. 2021-08-26 /pmc/articles/PMC8427019/ /pubmed/34512233 http://dx.doi.org/10.3389/fnins.2021.610060 Text en Copyright © 2021 Karmarkar, Carroll, Burke and Hijikata. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Neuroscience
Karmarkar, Uma R.
Carroll, Ann L.
Burke, Marina
Hijikata, Shori
Category Congruence of Display-Only Products Influences Attention and Purchase Decisions
title Category Congruence of Display-Only Products Influences Attention and Purchase Decisions
title_full Category Congruence of Display-Only Products Influences Attention and Purchase Decisions
title_fullStr Category Congruence of Display-Only Products Influences Attention and Purchase Decisions
title_full_unstemmed Category Congruence of Display-Only Products Influences Attention and Purchase Decisions
title_short Category Congruence of Display-Only Products Influences Attention and Purchase Decisions
title_sort category congruence of display-only products influences attention and purchase decisions
topic Neuroscience
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8427019/
https://www.ncbi.nlm.nih.gov/pubmed/34512233
http://dx.doi.org/10.3389/fnins.2021.610060
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