Applied Analytics
This program prepares students for roles that often require them to communicate with both technical analysts and organizational leaders. It is therefore important that you not only develop the skill to design and guide research, but also the skill of distilling and communicating research.
Details
For this review, you are asked to read and summarize the following article:
Vishnu Menon, R. G., Sigurdsson, V., Larsen, N. M., Fagerstrm, A., & Foxall, G. R. (2016). Consumer attention to price in social commerce: Eye tracking patterns in retail clothing. Journal of Business ResearchLinks to an external site., 69(11), 5008-5013. (The file is also available here: Vishnu_Menon_et_al__2016__Eyetracking.pdf)
You will write a report that is approximately 1 to 2 pages (single spaced, approximately 500-1000 words).
Specific Questions
In your summary, be sure to address the following questions:
Why was this research conducted?
Which questions did the research seek to address?
How was the research conducted? Where did data come from? How was it analyzed?
What were the important variables that were measured, and how are they related to each other?
What conclusions were reached?
Structure of the Paper
Your paper should be structured as a narrative in paragraph form. Do not answer the questions in bulleted points, incomplete sentences, or in a disjointed manner. Instead, work on creating a story that introduces and explains the work in a coherent way. This document should be comprehensible to other people in your organization or team (both technical and non-technical).
Assessment
Your work will be assessed based on the quality of your writing, evidence that you have read the article, a demonstration that you have made a good-faith effort to understand and interpret the design of the research, and that you are able to articulate the benefit of conducting research.
Rubric
Quality of Writing: 25 points
Demonstrates Knowledge of the Study: 25 points
Answers Specific Questions Raised: 50 points, evenly divided among each question.
Journal of Business Research 69 (2016) 50085013
Contents lists available at ScienceDirect
Journal of Business Research
Consumer attention to price in social commerce: Eye tracking patterns in
retail clothing
R.G. Vishnu Menon a,, Valdimar Sigurdsson a, Nils Magne Larsen b, Asle Fagerstrm c, Gordon R. Foxall d
a Reykjavik University, Menntavegur 1, Nautholsvik, 101 Reykjavik, Iceland
b UiT The Arctic University of Norway, Campus Harstad, N-9480 Harstad, Norway
c Westerdals Oslo School of Arts, Communication and Technology, Schweigaardsgate 14, 0185 Oslo, Norway
d Cardiff University, Aberconway Building, Colum Dr, Cardiff CF10 3EU, United Kingdom
The authors thank lafur r Gylfason, CEO of MMR
Iceland for providing the eye tracking device and Hildur E
conducting the research. The authors also thank the G
their careful reading and suggestions.
Corresponding author.
E-mail addresses: [emailprotected] (R.G.V. Menon), vald
[emailprotected] (N.M. Larsen), [emailprotected]
[emailprotected] (G.R. Foxall).
http://dx.doi.org/10.1016/j.jbusres.2016.04.072
0148-2963/ 2016 The Authors. Published by Elsevier Inc
a b s t r a c t
a r t i c l e i n f o
Article history:
Received 1 February 2016
Received in revised form 1 March 2016
Accepted 1 April 2016
Available online 5 May 2016
Although the literature establishes the importance of pricing in relation to traditional retailers and e-commerce,
few studies consider its importance in social commerce. This study uses eye tracking to examine observational
behavior as fixation time on price and the total fixation time on a Facebook page that displays clothing products.
This study employs interventions both directly related (via different prices of clothes and price visibility) and
indirectly related (via human models vs. mannequins) to the price label. Results show a U-shape function for
fixations on price and total fixations on a page with respect to price for females who buy for themselves and
males who buy for their partners. This finding points not only to the utilitarian position of price, but also to
its informational role. This study introduces a conceptual framework for further research, focused on the
mechanisms through which social commerce can lead to increased sales and profits.
2016 The Authors. Published by Elsevier Inc. This is an open access article under the CC BY license
(http://creativecommons.org/licenses/by/4.0/).
Keywords:
Social commerce
F-commerce
Price
Attention
Eye tracking
Retail clothing
1. Introduction
Social commerce is a business activitysocial media platforms such
as Facebook, Twitter, Instagram, and Pinterest mediate this activity and
allow people to participate in the marketing, selling, comparison, buying,
and sharing of products and services (Zhang, Zhou, & Zimmermann,
2013). Currently, social media has the potential to bring direct economic
value to retailers as a result of transaction-based social commerce
activities. For example, a Facebook storefront provides retailers with
an additional outlet for promotion and sales opportunities and many
retail-clothing companies have begun to exploit this channel to sell
products (Kang & Johnson, 2015), which gives rise to f-commerce.
F-commerce is a form of social commerce that by definition uses
Facebook as a platform to facilitate and execute sales transactions
(Kang & Johnson, 2015).
Although clothing retailers have adopted social media such as
Facebook to a great extent as an extra promotional screen and even as a
(Market and Media Research),
inarsdttir for her assistance in
IKA anonymous reviewers for
[emailprotected] (V. Sigurdsson),
s.no (A. Fagerstrm),
. This is an open access article under
sales platform, the clothing industryin contrast with other sectorshas
been slower to adopt online commerce in general (Sender, 2011).
Consumers often characterize clothing as a feel-and-touch product
that requires high sensory evaluation and/or trial to judge its quality
(Kim & Kim, 2004), and for this reason, online clothing shopping
environments are understandably less efficient than traditional retail
stores in the provision of such opportunities to the consumer. Such lim-
itations of online environments would increase the relative importance
of those attributes attached to a product offer that are more perceptible
to the consumers’ eyes. Price, as one such attribute, attracts consumers
to online stores and is among those attributes that ensures they return
(Reibstein, 2002). However, with regard to the overall relationship
between price and demand, the findings in the literature are not
straightforward (e.g., Gijsbrechts, 1993; Somervuori, 2014). The
economics and marketing literature widely acknowledges price to
have attractive as well as aversive effects on demand (Gaur & Fisher,
2005; Rao, 2005; Rao & Monroe, 1988), and considers that price affects
consumer choice both as a budget constraint and as a signal of subjec-
tive quality (Sigurdsson, Foxall, & Saevarsson, 2010; Zeithaml, 1988).
Studies show that price has a negative effect on perceived value and
willingness to buy (Dodds, Monroe, & Grewal, 1991). However, pricing
can also increase both perceived effectiveness and the actual efficacy of
products, as Shiv, Carmon, and Ariely (2005) demonstrate. This lack of
consistency in the effects of price on consumer behavior warrants
further empirical study in an online environment, especially as pricing
becomes a more salient product attribute as customers cannot touch,
the CC BY license (http://creativecommons.org/licenses/by/4.0/).
http://crossmark.crossref.org/dialog/?doi=10.1016/j.jbusres.2016.04.072&domain=pdf
http://creativecommons.org/licenses/by/4.0/
http://dx.doi.org/10.1016/j.jbusres.2016.04.072
mailto:[emailprotected]
mailto:[emailprotected]
http://dx.doi.org/10.1016/j.jbusres.2016.04.072
http://creativecommons.org/licenses/by/4.0/
http://www.sciencedirect.com/science/journal/01482963
5009R.G.V. Menon et al. / Journal of Business Research 69 (2016) 50085013
feel, or try on different products (clothes in this research) online.
The literature devotes insufficient attention to this aspect of social
commerce practice.
Retailers that display items on social media platforms must have
knowledge of pricing, combined with data on the consumer’s visual
attention to price, in particular. A consumer’s brain relies on visual
attention to process effectively the vast amount of information that a
web promotional site presents. Neuroimaging studies, for instance,
identify the units of visual information that an individual selects for
attention (Kanwisher & Wojciulik, 2000). Several studies demonstrate
a strong connection between visual attention and eye movements (for
a review see Orquin & Loose, 2013). However, the existing research
does not pay sufficient attention to the interaction effect between two
different processes in visual attention, namely goal-driven and
stimulus-driven attention (Orquin & Loose, 2013). For example, studies
inadequately explore the impact of stimulus-driven factors such as
saliency (display methods) and position on goal-driven variables like
utility (price) from a social commerce perspective.
Although the literature establishes the importance of pricing in
relation to traditional retailers and e-commerce (Fagerstrm &
Ghinea, 2011), researchers do not sufficiently consider the issue of
pricing within social commerce practice. This study aims to fill this
gap through an examination of the effect of stimulus-driven factors on
consumers’ attention to goal-driven variables such as price in a social
commerce setting, and uses an eye tracking methodology for this
purpose. In line with Menon and Sigurdsson’s (2015) study, which con-
firms the primacy of price for shoppers on Facebook, this study seeks to
determine how direct (price-related variables) and indirect (display
methods) interventions with price affects consumers’ attention to
price and total time on a page. Eye tracking methodology allows
researchers to study the behavioral-environmental processes behind a
purchase more effectively. Furthermore, this methodology provides
real-time information on consumers’ fixations and visualization
patterns (Vila & Gomez, 2015). The present study adopts the approach
of inductive reasoning in which researchers create and analyze large
datasets from eye tracking data to identify patterns and then build a
model to develop hypotheses in future studies. The structure of the
paper is as follows. First, Section 2 reviews the relevant literature that
considers attention to price at various price points, the effect of price
visibility on attention to price, and finally, the effect of display methods
on attention to price. Section 3 and Section 4 present the methodology
and findings. Sections 5 and 6 conclude the paper with a discussion on
academic and practical implications, the development of a conceptual
framework, and directions for future research.
2. Theoretical background
2.1. The effect of price points on attention to price
Consumers base their purchase choice on what they learn from pre-
vious experiences (Monroe & Lee, 1999) and tend to gaze at informa-
tion with greater importance to their choice (Orquin & Loose, 2013).
Previous studies show that attributes with greater importance to the
choice maker receive more fixations (Glckner, Fiedler, Hochman,
Ayal, & Hilbig, 2012; Meiner & Decker, 2010; Su, Rao, Li, Wang, & Li,
2012). Wagner (2007) suggests that many consumers who shop for
apparel seem to look explicitly for low prices; however, in price-driven
motivation, consumers seek reasonable prices, which need not be the
lowest, comparatively, but which fall within a moderate range of prices.
Wagner (2007) concludes that apparel shoppers appear to be price
conscious and are attracted to retail prices that are not too high when
compared with other market offers. Studies by Meiner and Decker
(2010) and Stterlin, Brunner, and Opwis (2008) also find that an
attention-attribute importance relationship follows a U-shape curve,
with more fixations on low and high importance attribute levels.
2.2. The effect of price visibility on attention to price
Research on attention to goal-driven stimuli such as price offers a
crucial finding that task relevance is contingent on task demands
(Orquin & Loose, 2013). Since task relevance is the primary driver of
goal-driven attention (Navalpakkam & Itti, 2005; Sprague, Ballard, &
Robinson, 2007), several studies investigate task-specific effects on at-
tention (Glaholt, Wu, & Reingold, 2010; Glckner et al., 2012; Toubia,
de Jong, Stieger, & Fller, 2012) and their results show that people pay
increased attention to goal-relevant stimuli. Hence, this study assumes
that price visibility is a crucial factor that affects attention. Consumers
generally tend to read from left to right and from top to bottom,
which fact inspired several studies on position effects such as the list
position effect (Chandon, Hutchinson, Bradlow, & Young, 2009; Shi,
Wedel, & Pieters, 2013) and the central position effect (Chandon et al.,
2009; Glaholt et al., 2010; Lohse, 1997; Shi et al., 2013).
2.3. The effect of model/mannequin presence on attention to price
Displays are a very important element of online clothing merchan-
dising, as most of the time, either a model or a mannequin displays
the clothes. Several previous studies investigate the impact of human
images/celebrity endorsements on consumer behavior, both in offline
(e.g. Felix & Borges, 2014, Silvera & Austad, 2004) and online (Chae &
Lee, 2013; Cyr, Head, Larios, & Pan, 2009; Djamasbi, Siegel, & Tullis,
2010) environments. Importantly, these studies find that faces attract
consumers’ visual attention more than any other visual stimuli, or at
the expense of other visual stimuli (Bindemann, Burton, Hooge,
Jenkins, & de Haan, 2005; Cerf, Harel, Einhuser, & Koch, 2008;
Palermo & Rhodes, 2007). Though sparsely, some studies consider the
effect of mannequins on shopping behavior (Fiore, Yah, & Yoh, 2000;
Kerfoot, Davies, & Ward, 2003; Law, Wong, & Yip, 2012; Lindstrom,
Berg, Nordfalt, Roggeveen, & Grewal, 2015; Oh & Petrie, 2012; Sen,
Block, & Chandran, 2002). These studies show that the presence of a
mannequin affects purchase intention and willingness to pay, store
entry decision, and consumers’ imagination in seeing themselves in
the clothing displayed. However, few studies consider the effect of
display methods (such as models and mannequins displayed on firms’
social media sites), and consumers’ attention patterns (in terms of
first fixation and fixation time) that specifically focus on price in an
online context.
3. Method
3.1. Participants, setting, and product
The study collaborated with a clothing retailer that uses a Facebook
page as its primary shopping website through which consumers can
order a product via phone or email. The products are trendy and
fashionable and are not limited to clothes, although this study focused
on clothes as they constitute the majority of the products available.
The study used ladies’ clothing displayed by the retailer on its Facebook
page as the target product. The retailer provided the pictures of these
dresses. The study selected participants randomly from a student
population. The sample consisted of 34 European students (16 men
and 18 women). The study measured participants’ ages in five catego-
ries (b20, 2130, 3140, 4150 and N50). One participant belonged to
the b20 category, 18 belonged to the 2130 category, 11 to the 3140
category, three to the 4150 category, and one belonged to the N50
category.
3.2. Design and procedure
At the onset of the study, an instruction slide asked the participants to
go through a number of pictures on the Facebook page of the company
under study. Each participant received a total of 25 pictures in different
Fig. 2. Total fixation length on page across different prices; the solid line represents female
participants and the dotted line, male participants.
5010 R.G.V. Menon et al. / Journal of Business Research 69 (2016) 50085013
combinations. The independent variables for the study were price points,
position of price, and the presence of a known model or a mannequin.
The dependent variables were the fixation time on price and the total
fixation time on the page. The study used Tobii Studio 1.3 software and
Tobii 1750 eye trackers to analyze the behavioral processes that occur
when respondents selectively notice one aspect over the others.
4. Results
The eye tracking study excluded three participants due to incom-
plete information; data from the 31 other participants yielded a total
of 775 data points. Fig. 1 shows a plot for the fixation length on price
for males and females across different prices. The figure shows that
the fixation length on price decreases as prices increase from ISK 5900
to ISK 11900 and then gradually increases with price, and reaches its
highest point at ISK 15900. A statistically significant main effect exists
for price points, F (7, 728) = 5.65, p = 0.00; however, the effect size
is small (partial eta squared = 0.05). The interaction effect between
gender and price is not statistically significant, F (7, 728) = 0.93, p =
0.48. Post-hoc comparisons through the Tukey HSD test indicate that
the mean score for the price ISK 5900 (M = 0.57, SD = 0.37) and the
price ISK 6900 (M = 0.54, SD = 0.47) are significantly different from
that for the price ISK 11900 (M = 0.33, SD = 0.34). Similarly, the
mean scores for both the price ISK 10900 (M = 0.35, SD = 0.35) and
the price ISK 11900 (M = 0.33, SD = 0.34) are significantly different
from those for the prices ISK 15900 (M = 0.58, SD = 0.40) and ISK
17900 (M = 0.56, SD = 0.37).
Fig. 2 shows a plot for the total fixation length on page across differ-
ent prices for males and females. The figure shows clearly that the total
fixation length on page decreases as prices increase from ISK 5900 to ISK
11900. The total fixation length then gradually increases as prices
increase and reaches its highest point at ISK 17900. A statistically
significant main effect exists for price points, F (7, 728) = 9.11, p =
0.00; however, the effect size is medium (partial eta squared = 0.08).
The interaction effect between gender and price is not statistically
significant, F (7, 728) = 1.14, p = 0.34. Post-hoc comparisons with
the Tukey HSD test indicate that the mean score for the price ISK 5900
(M = 2.18, SD = 0.64) are significantly different from that for the
price ISK 11900 (M = 1.69, SD = 0.55). Similarly, the mean score for
the price ISK 11900 (M = 1.69, SD = 0.55) is significantly different
from that for the prices ISK 13900 (M = 2.04, SD = 0.65) and ISK
17900 (M = 2.42, SD = 0.78). In addition, the mean score for the
price ISK 12900 (M = 1.89, SD = 0.63) is significantly different from
that for the price ISK 17900 (M = 2.42, SD = 0.78).
Fig. 1. Fixation length on price across different prices; the solid line represents female
participants and the dotted line, male participants.
Fig. 3 shows, for males and females, the mean total fixation time on
the page and the mean fixation time on price for different price visibil-
ity. The study conducts independent samples t-tests to compare the
mean scores of fixation length on price and total fixation length on a
page with respect to price visibility for males as well as females. The
results for females show a significant difference in scores for prices
placed along with the picture (M = 0.62, SD = 0.37) and for prices
placed below company details (M = 0.35, SD = 0.34); t (430) = 6.19,
p = 0.00, two-tailed). Further, Cohen’s effect size value (d = 0.6)
suggests moderate to high practical significance. Results for males show
a significant difference in scores for prices placed along with the picture
(M = 0.76, SD = 0.38) and for prices placed below company details
(M = 0.32, SD = 0.31); t (310) = 9.57, p = 0.00, two-tailed). Cohen’s
effect size value (d = 1.1) suggests a very high practical significance.
With respect to total fixation length on a page, the results for females
show no significant difference in scores for prices placed along with the
picture (M = 1.81, SD = 0.60) and for prices placed below company
Fig. 3. Total fixation time and the fixation time on price with respect to price visibility for
males and females. The solid line connects points that represent the mean total fixation
length, and the dotted line connects points that represent the mean fixation length on
price.
Fig. 4. Total fixation time and fixation on price for pictures with model and mannequin for
males and females. The solid line connects points that represent the mean total fixation
length, and the dotted line connects points that represent the mean fixation length on
price.
5011R.G.V. Menon et al. / Journal of Business Research 69 (2016) 50085013
details (M = 1.74 SD = 0.65); t (430) = 0.89, p = 0.38, two-tailed).
However, the results for males show a significant difference in scores
for prices placed along with the picture (M = 2.42, SD = 0.50) and
for prices placed below company details (M = 2.03 SD = 0.56);
t (310) = 0.75, p = 0.00, two-tailed). Cohen’s effect size value (d =
0.60) suggests a moderate to high practical significance.
Fig. 4 provides mean total fixation time and mean fixation time on
the price label for pictures with model and mannequin, respectively.
The study conducts independent samples t-tests to compare the mean
scores of fixation length on price and total fixation length on a page
with respect to the presence of a model/mannequin for males as well
as females.
With respect to fixation time on price, the results for females show
no significant difference between the scores for the presence of a
known model (M = 0.39, SD = 0.38) and for a mannequin (M = 0.39,
SD = 0.35); t (430) = 0.06, p = 0.95, two-tailed). The results for
males show no significant difference between the scores for the pres-
ence of a known model (M = 0.39, SD = 0.35) and for a mannequin
(M = 0.43, SD = 0.39); t (310) = 0.93, p = 0.35, two-tailed). With
respect to total fixation length on a page, the results for females show
no significant difference between the scores for the presence of a
known model (M = 1.69, SD = 0.64) and for a mannequin (M = 1.79,
SD = 0.64); t (448) = 1.61, p = 0.11, two-tailed). The results for
males, however, show a significant difference between the scores for
the presence of a known model (M = 2.29, SD = 0.49) and for a man-
nequin (M = 1.93, SD = 0.58); t (323) = 6.11, p = 0.00, two-tailed).
Cohen’s effect size value (d = 0.7) suggests a moderate to high practical
significance.
5. Discussion
This research investigates the attention of consumers to price of re-
tail clothing in an f-commerce setting. The study incorporates various
interventions such as different price points, price visibility, and the pres-
ence of a model vs. mannequin, to assess their impact on the attention
to price through the use of an eye tracking device. The empirical results
show a U-shape curve for males and females with low and high prices
both significantly different from medium prices. The results also reveal
that consumers have a fixation on price not only on the basis of the price
itself, but also on the basis of stimulus-driven variables such as position
(in this case price visibility) and saliency (model/mannequin).
Participants tend to gaze at information that has greater salience to
their choice (Orquin & Loose, 2013). The U-shape curve this study
obtains validates this statement and suggests that consumers fixate
more on those prices that are relevant to their goal of dress purchase.
However, a low fixation on price for the mid-range prices does not
necessarily mean that the consumers did not consider them in their
choice decisions (see Monroe & Lee, 1999). These results provide
insights for retailers on the effect of different price points on consumer
attention when they make a purchase in a social media environment.
Future research could investigate the effect of different prices on
variables such as recallable price knowledge, deal spotting, and even
its effect on sales. Researchers need to investigate the ways in which
the pricing issue differs between social commerce settings and general
e-commerce, as well as differences among the various social commerce
platforms (e.g., Facebook vs. Twitter).
This study explores the visibility of price through the placement of
the price label on the left, along with the picture of a model/mannequin,
and on the right, below the company details. Knowledge acquired from
functional brain imaging studies seems to suggest that humans direct
attention toward a specific spatial location. Therefore, the study expects
that a price tag placed near or on the picture of the model/mannequin
would receive a higher fixation length compared with a price tag placed
in a spatial location further away from an object that draws visual atten-
tion. The findings confirm this expectation and show that for males as
well as females, placement of this information on the left along with
the picture rather than on the right below the company details results
in significantly higher fixation on price. Thus, retailers can probably en-
hance the perception of a stimulus through placement near an attention
magnet, that is, the spatial location of an object that captures consum-
er attention. Further research could explore different price positioning
effects in combination with different visual aspects.
Many studies consider the effect of saliency on attention (e.g. Lohse,
1997, Milosavljevic, Navalpakkam, Koch, & Rangel, 2012). This study
focuses on images of models/mannequins as a salient attribute and
studies the effect of their presence on the attention to price. The findings
show no significant difference in the fixation on price when retailers
display clothes on a model or on a mannequin. However, males have a
higher total fixation length on a page that displays a model than on
one that shows mannequins. The results imply that a picture of a
model (with facial features) might represent a higher human condition
on a Facebook page compared with a mannequin (without facial fea-
tures), with a lesser representation of the human condition. Neuroimag-
ing studies on visual attention on faces (Cerf et al., 2008; Kanwisher,
McDermott, & Chun, 1997) and the attention bias study by
Bindemann et al. (2005) also provide some explanation for this result.
The results also indicate that attention may be drawn to a particular
attribute both directlyin this case by manipulating price and its
positionand indirectly, by manipulating other salient variables on
the site. Most clothing retailers focus on image-conscious consumers
through displays that incorporate thin mannequins and slender models.
Further research could explore the effect of model or mannequin pic-
ture size and its impact on fixation length, purchase intention, and sales.
6. Conclusion
Table 1 shows a summary of conclusions and suggestions for future
research. The findings show that researchers can analyze consumers’
needs in terms of attributes or stimuli with different consequences
and then focus consumers’ attention toward the main attributes both
directly and indirectly. In addition to implications for retailers, the re-
sults of this study provide a useful theoretical contribution with respect
to consumers’ attention to price as they shop on social media platforms.
The results of this study imply that retailers can draw consumers’ at-
tention to price directly through manipulation of the price points and
price position (visibility) or indirectly through the use of a salient attri-
bute such as a model/mannequin. The study proposes a research
Table 1
Summary of conclusions and avenues for future research.
Study details Findings Future research
Effect of different price points on
price fixation
U-shape curve for males as well as females with low and high prices
both significantly different from medium prices
Investigate the impact of price points on variables such as purchase
intention, perceived quality, recallable price knowledge, deal
spotting, and sales.
Test the impact of price on different social commerce platforms and
for different industries.
Examine price relative to the competitors.
Effect of price visibility (position)
on price fixation
Males and females both have a significantly higher fixation on price
when price is placed along with the picture than when placed on the
right, along with company details and likes.
Explore different price positionings and their effects on price
visibility.
Presence of model/mannequin and
its impact on price fixation
Males and females both show no significant difference on fixation on
price for the presence of a model or mannequin.
Investigate the impact of a model/mannequin with respect to other
variables such as purchase intention and sales.
General suggestions for future research: Future studies could expand the sample size, utilize more representative groups, and incorporate more dependent variables such as fixation on
likes, comments, and ads. These studies could also expand the number of firms and incorporate other social commerce platforms.
5012 R.G.V. Menon et al. / Journal of Business Research 69 (2016) 50085013
framework (see Fig. 5) to examine the determinants of consumer atten-
tion to price.
Through the use of this framework, further research could explore
the effect of additional variables such as surface size, consumer
comments, online advertisements, number of pictures of the item, or
any other relevant variables on different social media platforms.
Researchers should not limit the analysis itself to fixation length on
price, but should explore other measurements such as time to first
fixation, fixation count, and observation length. Several intermediary
variables act upon consumers’ attention to price. These include, but
are not limited to gender, age, Internet usage, and Facebook usage.
Further research could explore the interaction effect of these variables
on attention to price. Attention to price is an important measure for
retailers. Knowledge as to how consumers fixate on price can provide
important insights for retailers with regard to the effectiveness of their
pricing strategies, and even their marketing campaigns, through direct
connections between consumer attention and sales. The framework
only shows observational behavior with respect to attention on price.
Future research could extend this through an analysis of fixation on
additional areas of interest such as likes, comments, or advertisements.
Fig. 5. The conceptual framework developed to analyze consumers’ attention to price in social c
which future research could use.
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http://dx.doi.org/10.3758/BF03206442
http://www.vision.caltech.edu/~harel/pubs/face_channel_nips.pdf
http://www.vision.caltech.edu/~harel/pubs/face_channel_nips.pdf
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