Elapsed time on first buying triggers brand choices within a category: A virtual reality-based study

By E. Bigné, Carmen Llinares, Carmen Torrecilla. 2016

111 citations recorded by the source corpus.

Abstract This study integrates neuroscientific tools such as data from eye movements, store navigation, and brand choice in a virtual supermarket into a single source data analysis to examine consumer choice, customer experience, and shopping behavior in a store. Through qualitative comparative analysis, the findings suggest that a high level of attention to a brand and slow eye movements between brands lead to additional brand purchases within the product category. This study points out that the key driver of additional brand choices is the time buyers spend on the first choice, showing that the allocation of less for the first choice triggers additional purchases within the product category and, therefore, increases sales. In addition, this study discusses practical and methodological implications for retailers, manufacturers, and researchers.

Subfields: Cognitive Neuroscience, Marketing

View Paper: https://www.semanticscholar.org/paper/06ce8a1e73025b4830a68e00bc2563a4ab515611

Citations in the corpus

• The impact of virtual, augmented and mixed reality technologies on the customer experience (2019, unknown): “…& Willems, 2017a), tourism (Griffin et al., 2017), education (Merchant, Goetz, Cifuentes, Keeney-Kennicutt, & Davis, 2014), healthcare (Freeman et al., 2017), entertainment (Lin, Wu, & Tao, 2017) and research (Bigné, Llinares, & Torrecilla, 2016; Meißner, Pfeiffer, Pfeiffer, & Oppewal, 2017).”