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Consumer Decision-Making Creativity and Its Relation to Exploitation-Exploration Activities: Eye-Tracking Approach.

Eunyoung Choi¹, Cheong Kim^1,2, Kun Chang Lee^1,3

¹SKK Business School, Sungkyunkwan University, Seoul, South Korea.

Frontiers in Psychology

|January 28, 2021

Summary

This summary is machine-generated.

Online shoppers use consumer decision-making creativity (CDMC) to navigate information overload. Task difficulty impacts exploitative activity, while time constraints affect exploratory activity, which positively influences CDMC.

Keywords:

creative consumer decision-making exploitative activity exploratory activity eye-tracking task difficulty time constraints

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Area of Science:

Consumer Psychology
Human-Computer Interaction
Cognitive Science

Background:

Modern consumers face challenges in online decision-making due to information overload and time pressure.
Consumer decision-making creativity (CDMC) is crucial for rational online choices.
Existing research has not fully explored the interplay of task difficulty, time constraints, and visual attention in online shopping.

Purpose of the Study:

To investigate how task difficulty and time constraints influence visual attention in exploitative and exploratory online shopping activities.
To examine the effect of hint location on visual attention to exploitative and exploratory activities, guided by affordance theory.
To determine the impact of exploratory and exploitative activities on consumer decision-making creativity (CDMC).

Main Methods:

Utilized eye-tracking experiments with 70 participants to collect data on visual attention metrics.
Measured total fixation duration (TFD), fixation count (FC), and visit count (VC) to analyze visual behavior.
Designed tasks to manipulate difficulty and time constraints, and varied hint locations.

Main Results:

Task difficulty significantly influenced exploitative visual activity.
Time constraints were found to be related to exploratory visual activity.
Hint location aligned with affordance theory for exploitative activities.
Exploratory activity positively enhanced CDMC, while exploitative activity showed no significant effect.

Conclusions:

Task difficulty and time constraints differentially affect online shopping behaviors (exploitative vs. exploratory).
Affordance theory principles are applicable to understanding how hints guide attention in online environments.
Promoting exploratory activities is key to enhancing consumer decision-making creativity in the digital space.