Attention to brand labels affects, and is affected by, evaluations of product attractiveness
When considering whether to purchase consumer products, people consider both the items' attractiveness and their brand labels. Brands may affect the decision process through various mechanisms. For example, brand labels may provide direct support for their paired products, or they may indirectl...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2024-01-01
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| Series: | Frontiers in Behavioral Economics |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/frbhe.2023.1274815/full |
| _version_ | 1797361271777001472 |
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| author | Xiaozhi Yang Chris Retzler Ian Krajbich Ian Krajbich Ian Krajbich Roger Ratcliff Marios G. Philiastides |
| author_facet | Xiaozhi Yang Chris Retzler Ian Krajbich Ian Krajbich Ian Krajbich Roger Ratcliff Marios G. Philiastides |
| author_sort | Xiaozhi Yang |
| collection | DOAJ |
| description | When considering whether to purchase consumer products, people consider both the items' attractiveness and their brand labels. Brands may affect the decision process through various mechanisms. For example, brand labels may provide direct support for their paired products, or they may indirectly affect choice outcomes by changing the way that people evaluate and compare their options. To examine these possibilities, we combined computational modeling with an eye-tracking experiment in which subjects made clothing choices with brand labels either present or absent. Subjects' choices were consistent with both the attractiveness of the clothing items and, to a smaller extent, the appeal of the brands. In line with the direct support mechanism, subjects who spent more time looking at the brands were more likely to choose the options with the preferred brands. When a clothing item was more attractive, subjects were more likely to look longer at the associated brand label, but not vice versa. In line with indirect mechanisms, in the presence of brand labels subjects exerted more caution and showed marginally less attentional bias in their choices. This research sheds light on the interplay between gaze and choice in decisions involving brand information, indicating that brands have both direct and indirect influences on choice. |
| first_indexed | 2024-03-08T15:51:27Z |
| format | Article |
| id | doaj.art-24b97eb9878a4a09ad1f5b125e89ee82 |
| institution | Directory Open Access Journal |
| issn | 2813-5296 |
| language | English |
| last_indexed | 2024-03-08T15:51:27Z |
| publishDate | 2024-01-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Behavioral Economics |
| spelling | doaj.art-24b97eb9878a4a09ad1f5b125e89ee822024-01-09T04:31:23ZengFrontiers Media S.A.Frontiers in Behavioral Economics2813-52962024-01-01210.3389/frbhe.2023.12748151274815Attention to brand labels affects, and is affected by, evaluations of product attractivenessXiaozhi Yang0Chris Retzler1Ian Krajbich2Ian Krajbich3Ian Krajbich4Roger Ratcliff5Marios G. Philiastides6Department of Psychology, The Ohio State University, Columbus, OH, United StatesDepartment of Psychology, University of Huddersfield, Huddersfield, United KingdomDepartment of Psychology, The Ohio State University, Columbus, OH, United StatesDepartment of Economics, The Ohio State University, Columbus, OH, United StatesDepartment of Psychology, University of California, Los Angeles, Los Angeles, CA, United StatesDepartment of Psychology, The Ohio State University, Columbus, OH, United StatesSchool of Psychology and Neuroscience, University of Glasgow, Glasgow, United KingdomWhen considering whether to purchase consumer products, people consider both the items' attractiveness and their brand labels. Brands may affect the decision process through various mechanisms. For example, brand labels may provide direct support for their paired products, or they may indirectly affect choice outcomes by changing the way that people evaluate and compare their options. To examine these possibilities, we combined computational modeling with an eye-tracking experiment in which subjects made clothing choices with brand labels either present or absent. Subjects' choices were consistent with both the attractiveness of the clothing items and, to a smaller extent, the appeal of the brands. In line with the direct support mechanism, subjects who spent more time looking at the brands were more likely to choose the options with the preferred brands. When a clothing item was more attractive, subjects were more likely to look longer at the associated brand label, but not vice versa. In line with indirect mechanisms, in the presence of brand labels subjects exerted more caution and showed marginally less attentional bias in their choices. This research sheds light on the interplay between gaze and choice in decisions involving brand information, indicating that brands have both direct and indirect influences on choice.https://www.frontiersin.org/articles/10.3389/frbhe.2023.1274815/fulldecision-makingeye-trackinggazediffusion modelbrandingmulti-attribute |
| spellingShingle | Xiaozhi Yang Chris Retzler Ian Krajbich Ian Krajbich Ian Krajbich Roger Ratcliff Marios G. Philiastides Attention to brand labels affects, and is affected by, evaluations of product attractiveness Frontiers in Behavioral Economics decision-making eye-tracking gaze diffusion model branding multi-attribute |
| title | Attention to brand labels affects, and is affected by, evaluations of product attractiveness |
| title_full | Attention to brand labels affects, and is affected by, evaluations of product attractiveness |
| title_fullStr | Attention to brand labels affects, and is affected by, evaluations of product attractiveness |
| title_full_unstemmed | Attention to brand labels affects, and is affected by, evaluations of product attractiveness |
| title_short | Attention to brand labels affects, and is affected by, evaluations of product attractiveness |
| title_sort | attention to brand labels affects and is affected by evaluations of product attractiveness |
| topic | decision-making eye-tracking gaze diffusion model branding multi-attribute |
| url | https://www.frontiersin.org/articles/10.3389/frbhe.2023.1274815/full |
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