# 304 | ResearchBox

ResearchBox # 304 - 'Display-Only Products, Eyetracking and Choice'

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Study 1

  Study 1 - Eyetracking Task Instructions.docx






  Shelf_V1_Options in Online Shopping_shelf_100.xlsx


Study 2


  Study 2.qsf


  Study 2.xlsx

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Karmarkar UR, Carroll AL, Burke M, Hijikata S. (2021) 'Category Congruence of Display-Only Products Influences Attention and Purchase Decisions'. Frontiers in Neuroscience. V15.
doi: 10.3389/fnins.2021.610060

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August 04, 2021   (files may not be changed, deleted, or added)

Uma Karmarkar (ukarmarkar@ucsd.edu)

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 versus mismatched displays, there was no difference in fixation time for the product 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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Dear Reader,

These files support the paper "Category congruence of “display-only” products influences attention and purchase decisions". 

Study 1 had three components: a set of instructions that the experimenter read out loud while the participant followed along on a printed copy, an eyetracking study conducted using TobiiPro software, and then ratings surveys conducted via Qualtrics. A copy of the written instructions is included in the Study 1 materials. The Stata data file in the Research Box materials includes the aggregated trial by trial data from the eyetracking, merged with the ratings data for all participants with fixation rates of 50% or higher. There is also one participant's eyetracking data file (excel, with codebook) as a sample of the raw individual data. The full set of raw individual data files exported from TobiiPro studio (including participants with fixation rates below 50%) is available at this OSF repository link : https://osf.io/mbkf9/?view_only=a00accf08563441ca313cc1bfb73f2e3. Study analyses were conducted using the aggregated data file in Stata. 

Study 2 was conducted entirely using Qualtrics software. The Study 2 materials include the Qualtrics QSF file as well as an unformatted "printout" of the survey as a quick reference for the survey materials. There is also an excel data file (with codebook) which has "clean data" columns formatted for analysis followed by the "raw data" columns for each participant.

Questions or requests for additional materials and/or materials exported in other formats can be sent to Uma Karmarkar : ukarmarkar@ucsd.edu. 



This version: August 04, 2021