How Looking Affects Consumer Decisions

Findings published by a team of researchers from Freie Universität Berlin and Technische Universität Berlin in cooperation with the Berlin Social Science Center and Ohio State University. No 100/2019 from Apr 16, 2019 Everyday decisions, like which product to buy from the shelf at the store, depend on how much time a person spends gazing at an item beforehand, according to a study. The degree of influence that gaze allocation (how long someone looks at something) has also differs from person to person. People do not tend to buy the product they would otherwise consider the best choice for them. Instead, they often pick the item that they looked at the longest, as researchers from Freie Universität Berlin, Technische Universität Berlin, the Berlin Social Science Center, and Ohio State University have shown. A connection between gaze allocation and choice behavior was apparent in 92% of participants. It indicated that they were less likely to pick the best option.
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