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dc.contributor.authorOtterbring, Tobias
dc.contributor.authorWästlund, Erik
dc.contributor.authorGustafsson, Anders
dc.date.accessioned2016-11-25T08:40:58Z
dc.date.available2016-11-25T08:40:58Z
dc.date.issued2016
dc.identifier.citationJournal of Retailing and Consumer Services, 28(2016): 2397-2400nb_NO
dc.identifier.issn0969-6989
dc.identifier.issn1873-1384
dc.identifier.urihttp://hdl.handle.net/11250/2423001
dc.descriptionThis is the accepted and refereed manuscript to the articlenb_NO
dc.description.abstractA retail store is a multi-sensory environment filled with messages to tempt customers into making unplanned purchases. The purpose of this field study was to examine the interplay between three factors claimed to precede and influence unplanned purchases: store familiarity, visual attention, and navigational fluency (the subjective ease of navigating). Eye-tracking recordings and post-study questionnaires from 100 grocery store shoppers showed that store familiarity was positively associated with navigational fluency. However, customers’ levels of dynamic gaze behavior (a frequent, widely distributed viewing pattern) moderated this effect. Dynamic gaze behavior significantly predicted navigational fluency among customers with low and moderate store familiarity, but not among customers familiar with the store. These findings challenge the formerly held assumption that store familiarity automatically implies navigational ease, and store unfamiliarity implies navigational difficulty. The results have implications for navigational aspects in stores.nb_NO
dc.language.isoengnb_NO
dc.publisherElseviernb_NO
dc.titleEye-tracking customers’ visual attention in the wild: Dynamic gaze behavior moderates the effect of store familiarity on navigational fluencynb_NO
dc.typeJournal articlenb_NO
dc.typePeer reviewednb_NO
dc.source.journalJournal of Retailing and Consumer Servicesnb_NO
dc.identifier.doihttp://dx.doi.org/10.1016/j.jretconser.2015.09.004
dc.description.localcode1, Forfatterversjonnb_NO


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