Eye Tracking Methodology: Theory and Practice
Eye Tracking Methodology: Theory and Practice
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In this paper, we revisit a seminal research contribution by Russo and Leclerc [1994], which identified three stages of the consumer choice process; (1) orientation, (2) evaluation, and (3) verification. Their three stage model broke with previous research favoring two stage models and it disconfirmed the models of planned analysis of choice in favor of an adaptive and constructive process [Wedel and Pieters 2008]. The aim of this paper is to replicate the original study by Russo and Leclerc [1994] to better understand the characteristics of the different stages of the consumer choice process. We argue that such a replication is needed due to the advancements in the technology of eye-tracking during the last 15 years and the detrimental effects of think-aloud protocols. In general, our replication of the research by Russo and Leclerc [1994] confirms the three stage model they suggested by, but we identify some noteworthy differences regarding the time it takes to make a decision and the mean observation time in the three stages..