“Now You See Me”: The Attention-Grabbing Effect of Product Similarity and Proximity in Online Shopping

Bo Huang, Carolane Juaneda, Sylvain Sénécal, Pierre Majorique Léger

Research output: Journal PublicationArticlepeer-review

5 Citations (Scopus)

Abstract

While past research has extensively investigated how a specific product attracts attention, little is known about how the display of other products in the same visual field affects the consumer's attention. Drawing from the Biased Competition Model and the Gestalt Principles, the current research seeks to examine the effect of distracting products' similarity and proximity on a focal product in a goal-oriented online shopping episode. Specifically, in Study 1 (n = 38), using eye-tracking, we show that consumers allocate the most visual attention to distracting products when they are both categorically similar and spatially near the focal product. We replicate this finding in Study 2 (n = 211) and results additionally suggest that under such distraction, consumers are less likely to accurately identify the focal product. Theoretical and managerial implications are discussed.

Original languageEnglish
Pages (from-to)1-10
Number of pages10
JournalJournal of Interactive Marketing
Volume54
DOIs
Publication statusPublished - May 2021
Externally publishedYes

Keywords

  • Biased competition model
  • Gestalt principles
  • Product proximity
  • Product similarity
  • Visual attention

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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