Shopper Eye-Cue: Understanding In-Store Decisions with Eye-Tracking Data – MSI

Working Paper

Shopper Eye-Cue: Understanding In-Store Decisions with Eye-Tracking Data

Aleksandra Kovacheva

University at Albany, SUNY

J. Jeffrey Inman

University of Pittsburgh

May 21, 2024

Analyzes eye-tracking data from over 2000 purchase considerations from 222 shoppers in multiple U.S. grocery and mass merchandise stores to determine the effect of product, price and tactile information on purchase.

Topics

research recap

What’s Your Shopper Eye-Cue? (Hint: It’s Not Price)

Despite COVID disruption, most grocery and other shopping is still done in stores. Eye-tracking research reveals that shoppers’ attention is largely focused on product vs. price or tactile information, emphasizing the importance of informative and recognizable packaging, especially for categories where unplanned purchases are frequent.

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