Choice models in marketing and economics are generally derived without specifying the underlying cognitive process of decision making. This approach has been successfully used to predict choice behavior. However, it has not much to say about such aspects of decision making as deliberation,...

We build a model of information search within a web-page using eye-tracking data collected during two incentive-compatible, online shopping experiments. We assume that shoppers make eye fixation decisions based on the attractiveness of the visual elements on the page and the effort of moving...

Binging has emerged as a trending phenomenon among consumers of online streaming services and other media outlets that offer content consumption "on-demand." Current definitions of binging from content providers and market research firms were developed to describe television consumption and are...

Behavioral researchers use analysis of variance (ANOVA) tests of differences between treatment means or chi-square tests of differences between proportions to provide support for empirical hypotheses about consumer behavior. These tests are typically conducted on data from “between-subjects”...

In today's cluttered retail environments, creating consumer pull through memory-based brand equity is not enough; marketers must also create "visual equity" for their brands (i.e., incremental sales triggered by in-store visual attention). In this paper, we show that commercial eye-tracking...