Choice-based conjoint is a popular way to characterize consumers’ choices. Three eye-tracking studies reveal decision processes in conjoint choices that take less time and are more accurate with practice. We observe two simplification processes that are associated with greater speed and...

According to recent research in augmented reality (AR) marketing, AR‐based product presentations have the potential to create extraordinary shopping experiences across the customer journey. However, the mechanisms that drive key marketing metrics, such as brand evaluations or purchase...

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...