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Bridget K. Behe, R. Thomas Fernandez, Patricia T. Huddleston, Stella Minahan, Kristin L. Getter, Lynnell Sage, and Allison M. Jones

” ( Davenport and Beck, 2001 ). From a marketing standpoint, the gap in correlating purchases to viewed stimuli ( Pieters and Warlop, 1999 ; Russo and Leclerc, 1994 ) is closing faster than when Treistman and Gregg (1979) first documented it. Current eye-tracking

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Bridget K. Behe, Benjamin L. Campbell, Hayk Khachatryan, Charles R. Hall, Jennifer H. Dennis, Patricia T. Huddleston, and R. Thomas Fernandez

such as focus groups and experiments. As technology has evolved, researchers have explored the use of new techniques to examine drivers of purchase. Recently developed technologies such as eye tracking technology (ETT) allow researchers to see exactly

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Candi Ge, Chanjin Chung, Tracy A. Boyer, and Marco Palma

attribute or characteristic of a product, in the form of a consumer’s willingness-to-pay (WTP) or a producer’s willingness-to-accept (WTA). To identify producers’ preferences for sod attributes, we conduct a DCE in combination with the eye-tracking

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Alicia Rihn, Hayk Khachatryan, Benjamin Campbell, Charles Hall, and Bridget Behe

value. Through increasing perceived value of a product a firm has the potential to increase demand ( Salois and Reilly, 2014 ). This manuscript offers meaningful contributions to consumer behavior literature on eye-tracking technology, novel plant

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production and marketing risk assessment. Findings are expected to generate valuable information for research and extension program priorities and topic areas. Use of Eye-tracking Technology in Retail Horticulture Eye-tracking hardware and software allow

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Esther McGinnis, Alicia Rihn, Natalie Bumgarner, Sarada Krishnan, Jourdan Cole, Casey Sclar, and Hayk Khachatryan

influence their choices ( Ares et al., 2013 ; Rahimi, 2012 ). In general, several eye-tracking studies have found that POS information is valued by horticultural consumers and aids garden centers in attracting more customers ( Behe et al., 2014 ; Brand and

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Bridget K. Behe, Patricia T. Huddleston, Charles R. Hall, Hayk Khachatryan, and Benjamin Campbell

were presented to subjects in a randomized order on a computer monitor equipped with a Tobii X1 eye-tracking device ( Tobii.com , Stockholm, Sweden) in a Latin Square design method of Tobii Studio (Tobi Pro, 2015). Each digital image consisted of a

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Xiang Cao, Darrell Bosch, and James Pease

sustainably grown plant products. More recently, a subsequent article by Behe et al. (2014) used eye-tracking technology to categorize three plant consumer groups as plant-oriented, production method-oriented, and price-oriented. The authors found that

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Madiha Zaffou and Benjamin L. Campbell

.K. Campbell, B.L. Khachatryan, H. Hall, C. Dennis, J. Huddleston, P.T. Fernandez, R.T. 2014 Incorporating eye tracking technology and conjoint analysis to better understand the green industry consumer HortScience 49 1550 1557 Behe, B.K. Nelson, R. Barton, S

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Diane M. Narem, Mary Hockenberry Meyer, Chengyan Yue, and Nicole Roth

: An eye tracking study of in-store merchandise displays Intl. J. Retail Distrib. 43 561 574 Jennersten, O. 1984 Flower visitation and pollination efficiency of some north European butterflies Oecologia 63 80 89 Khachatryan, H. Campbell, B. Hall, C