Shining in the Center: Central Gaze Cascade Effect on Product Choice

Posted: 4 May 2013 Last revised: 2 Oct 2017

See all articles by Selin Atalay

Selin Atalay

Frankfurt School of Finance and Management

H. Bodur

Concordia University, Quebec

Dina Rasolofoarison

Aston University - Aston Business School

Date Written: December 1, 2012

Abstract

Consumers’ tendency to choose the option in the center of an array and the process underlying this effect is explored. Findings from two eye tracking studies suggest that brands in the horizontal center receive more visual attention. They are more likely to be chosen. Investigation of the attention process revealed an initial central fixation bias, tendency to look first at the central option, and a central gaze cascade effect, progressively increasing attention focused on the central option right prior to decision. Only the central gaze cascade effect was related to choice. An offline study with tangible products demonstrated that the centrally located item within a product category is chosen more often, even when it is not placed in the center of the visual field. Despite wide-spread use, memory based attention measures were not correlated with eye tracking measures. They did not capture visual attention and were not related to choice.

Suggested Citation

Atalay, A. Selin and Bodur, H. and Rasolofoarison, Dina, Shining in the Center: Central Gaze Cascade Effect on Product Choice (December 1, 2012). HEC Paris Research Paper No. MKG-2013-978, Available at SSRN: https://ssrn.com/abstract=2258531 or http://dx.doi.org/10.2139/ssrn.2258531

A. Selin Atalay (Contact Author)

Frankfurt School of Finance and Management ( email )

Adickesallee 32-34
Frankfurt am Main, 60322
Germany
60322 (Fax)

H. Bodur

Concordia University, Quebec ( email )

Dina Rasolofoarison

Aston University - Aston Business School ( email )

Aston Triangle
Birmingham, B47ET
United Kingdom

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