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...

Substitution decisions have been examined from a variety of perspectives. The economics literature measures cross-price elasticity, operations research models optimal assortments, the psychology literature studies goals in conflict, and marketing research has examined substitution-in-use, brand...