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

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