Publisher
University of Tennessee at Chattanooga
Place of Publication
Chattanooga (Tenn.)
Abstract
This study investigates how people make multi-stage purchasing decisions and whether these decisions can be predicted by ML models. Twenty-five participants interacted with a web interface presenting products framed with different marketing strategies, including discount, urgency, scarcity, and social proof. For each product, participants reported purchase intention, confidence, and decision time, and then made a final choice after viewing all options together. To better understand this process, the study combines behavioral responses with eye-tracking and EEG data.
Document Type
posters
Language
English
Rights
http://rightsstatements.org/vocab/InC/1.0/
License
http://creativecommons.org/licenses/by/4.0/
Recommended Citation
Adar, Menekse, "A Study of Cognitive and Visual Responses During Online Product Purchase". ReSEARCH Dialogues Conference proceedings. https://scholar.utc.edu/research-dialogues/2026/posters/2.
A Study of Cognitive and Visual Responses During Online Product Purchase
This study investigates how people make multi-stage purchasing decisions and whether these decisions can be predicted by ML models. Twenty-five participants interacted with a web interface presenting products framed with different marketing strategies, including discount, urgency, scarcity, and social proof. For each product, participants reported purchase intention, confidence, and decision time, and then made a final choice after viewing all options together. To better understand this process, the study combines behavioral responses with eye-tracking and EEG data.