ABSTRACT
This chapter explains new research techniques which can help marketers to understand how customers allocate their attention in a complex, competitive environment and to assess the impact of in-store factors on shopper behaviour. It summarizes studies using observational research, virtual reality simulations, and eye tracking to identify the drivers of shopper attention, product engagement, and purchase conversion. In the following sections, we provide an overview of the psychological process involved in directing visual attention, and then discuss several studies investigating how shopper attention, engagement, and purchase are influenced by the store environment using a combination of customer observation, virtual shopping simulations, and eye tracking. While the store environment plays an important role in creating a convenient and enjoyable shopping experience, the primary focus of the shopper is on the physical product, and its presentation can have a powerful effect on shopper engagement and purchase likelihood.
