Donnerstag, 17. Mai 2018, 16:00 - 16:30 iCal

Antecedents and Consequences of Attentional Breadt

Gastvortrag von Prof. Dr. Oliver Büttner der Universität Duisburg-Essen

Seminarraum NIG 6. Stock
Universitätsstraße 7, 1010 Wien


Visual attention is a key determinant of consumer behavior in retail settings. It influences, for instance, which products consumers buy or the impressions they form about a store. An interesting parameter of visual attention is attentional breadth, which refers to whether the focus of attention is directed to a wider or a more limited area of the visual field. Previous research has identified various factors that influence attentional breadth, for instance, mood or approach motivation. Hence, consumers may enter stores with a focus of attention that ranges from narrow to broad. Moreover, the pervasiveness of digital displays in retail settings, such as in-store displays or consumers’ smartphones, may influence consumers’ attentional breadth in the store. In this talk, I will discuss antecedents and consequences of Shopping with broad versus narrow attention. I will present findings that Show how buying impulsiveness and mindsets influence attentional breadth. Moreover, I will present studies on how shopping with broad vs. narrow attention influences consumers’ judgments, in-store exploration, and purchasedecisions.


Zur Webseite der Veranstaltung


Prof. Dr. Erich Kirchler


Elisabeth Dorfinger
Fakultät für Psychologie