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Consumer Decision-Making Creativity and Its Relation to Exploitation-Exploration Activities: Eye-Tracking Approach
Eunyoung Choi1, Cheong Kim1,2, Kun Chang Lee1,3
1SKK Business School, Sungkyunkwan University, Seoul, South Korea.
Frontiers in Psychology
|January 28, 2021
Summary
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.
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.
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