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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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Gina M. Angelella and Megan E. O’Rourke

tillage than larger seeded species, because of burial too deep for germination. In addition to the repeated experiment, we also tracked seedbed preparation and pollinator habitat establishment on seven farms on the Eastern Shore of Virginia and Maryland

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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

behavior or intention ( Armel et al., 2008 ; Behe et al., 2013 ; Clement et al., 2013 ; Lin and Chen, 2006 ; Rihn et al., 2016 ). Thus, we proposed to track consumers’ eye movements as an objective physiological measure which may be influenced by

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Gina M. Angelella, Laura Stange, Holly L. Scoggins, and Megan E. O’Rourke

performed to evaluate significant differences at the P ≤ 0.05 level. Only the plots with annual species bloomed during the first year, whereas all wildflower plots bloomed during the second year ( Table 1 ). Black-eyed Susan provided the greatest bloom

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Caula A. Beyl

track of the assessment program, forget what has been learned, and fail to follow through on agreed-upon changes” ( Allen, 2004 ). An important facet of this assessment is “closing the loop,” in which an outcome is assessed, change is made to the