This paper examines consumers’ attention traces (e.g., sequences of eye fixations and saccades) during choice. Due to reduced equipment cost and increased ease of analysis, attention traces can reflect a more fine-grained representation of decision-making activities (e.g., formation of a...

Leader-driven primacy in consumer choice uses initial product information to install a targeted brand as the early leader. Then the biased evaluation of subsequent attributes builds support for that brand. The end result is that the manipulation of information order impacts the proportion of...