Contextual Effects in Consumer Research: An Investigation of Consumer Information Processing and Behavior via the Application of Eye-tracking Methodology

Research output: Book/ReportPh.D. thesisResearch

Abstract

As traditional approaches to consumer research are based on theoretical and
methodological approaches that limit the external validity of the findings, this
dissertation employs eye-tracking methodology in order to investigate the
impact of the study setup and contextual cues on consumer information
processing and aims to contribute to the discourse and methodology related to
conducting studies in real life environments. With the focus on investigating the
external validity of laboratory-based findings, the empirical studies reveal that
(1) there are spatial differences in attention allocation to stimuli presented as
screen-images versus in their physical form, and (2) the relative impact of
stimulus-driven versus goal-oriented factors in guiding attention during choice
process is affected by the study setup. These findings have important
implications for both researchers and practitioners. Addressing the issue of
visualizing eye-tracking data from mobile environments, also a novel approach
for constructing three-dimensional heatmaps is introduced. Finally,
recommendations for future research are proposed.
Original languageEnglish
Place of PublicationFrederiksberg
PublisherCopenhagen Business School [Phd]
Number of pages154
ISBN (Print)9788793744967
ISBN (Electronic)9788793744974
Publication statusPublished - 2019
SeriesPh.d. Serie
Number27.2019
ISSN0906-6934

Cite this

@phdthesis{0768655f302d4ed79ac061cb9574a517,
title = "Contextual Effects in Consumer Research: An Investigation of Consumer Information Processing and Behavior via the Application of Eye-tracking Methodology",
abstract = "As traditional approaches to consumer research are based on theoretical andmethodological approaches that limit the external validity of the findings, thisdissertation employs eye-tracking methodology in order to investigate theimpact of the study setup and contextual cues on consumer informationprocessing and aims to contribute to the discourse and methodology related toconducting studies in real life environments. With the focus on investigating theexternal validity of laboratory-based findings, the empirical studies reveal that(1) there are spatial differences in attention allocation to stimuli presented asscreen-images versus in their physical form, and (2) the relative impact ofstimulus-driven versus goal-oriented factors in guiding attention during choiceprocess is affected by the study setup. These findings have importantimplications for both researchers and practitioners. Addressing the issue ofvisualizing eye-tracking data from mobile environments, also a novel approachfor constructing three-dimensional heatmaps is introduced. Finally,recommendations for future research are proposed.",
author = "Seidi Suurmets",
year = "2019",
language = "English",
isbn = "9788793744967",
series = "Ph.d. Serie",
number = "27.2019",
publisher = "Copenhagen Business School [Phd]",
address = "Denmark",

}

Contextual Effects in Consumer Research : An Investigation of Consumer Information Processing and Behavior via the Application of Eye-tracking Methodology. / Suurmets, Seidi.

Frederiksberg : Copenhagen Business School [Phd], 2019. 154 p. (Ph.d. Serie; No. 27.2019).

Research output: Book/ReportPh.D. thesisResearch

TY - BOOK

T1 - Contextual Effects in Consumer Research

T2 - An Investigation of Consumer Information Processing and Behavior via the Application of Eye-tracking Methodology

AU - Suurmets, Seidi

PY - 2019

Y1 - 2019

N2 - As traditional approaches to consumer research are based on theoretical andmethodological approaches that limit the external validity of the findings, thisdissertation employs eye-tracking methodology in order to investigate theimpact of the study setup and contextual cues on consumer informationprocessing and aims to contribute to the discourse and methodology related toconducting studies in real life environments. With the focus on investigating theexternal validity of laboratory-based findings, the empirical studies reveal that(1) there are spatial differences in attention allocation to stimuli presented asscreen-images versus in their physical form, and (2) the relative impact ofstimulus-driven versus goal-oriented factors in guiding attention during choiceprocess is affected by the study setup. These findings have importantimplications for both researchers and practitioners. Addressing the issue ofvisualizing eye-tracking data from mobile environments, also a novel approachfor constructing three-dimensional heatmaps is introduced. Finally,recommendations for future research are proposed.

AB - As traditional approaches to consumer research are based on theoretical andmethodological approaches that limit the external validity of the findings, thisdissertation employs eye-tracking methodology in order to investigate theimpact of the study setup and contextual cues on consumer informationprocessing and aims to contribute to the discourse and methodology related toconducting studies in real life environments. With the focus on investigating theexternal validity of laboratory-based findings, the empirical studies reveal that(1) there are spatial differences in attention allocation to stimuli presented asscreen-images versus in their physical form, and (2) the relative impact ofstimulus-driven versus goal-oriented factors in guiding attention during choiceprocess is affected by the study setup. These findings have importantimplications for both researchers and practitioners. Addressing the issue ofvisualizing eye-tracking data from mobile environments, also a novel approachfor constructing three-dimensional heatmaps is introduced. Finally,recommendations for future research are proposed.

M3 - Ph.D. thesis

SN - 9788793744967

T3 - Ph.d. Serie

BT - Contextual Effects in Consumer Research

PB - Copenhagen Business School [Phd]

CY - Frederiksberg

ER -