When consumers evaluate or choose products, they rely on what they have learned and can remember about those products' characteristics, such as brand names, ingredients, or features. Several experiments suggest that even rather sophisticated patterns of product evaluation and choice can be...

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...