Looks good to me: How eye movements influence product evaluation

Hao Shen, Akshay Rao

Research output: Contribution to journalArticlepeer-review

5 Scopus citations

Abstract

When processing visually presented information, people move their eyes. This eye movement is governed by the employment of a general motor procedure related to direction. In three studies, we show that when subjects re-employ this directional motor procedure (that had been employed in a prior or contemporaneous (unrelated) task) when evaluating a product, a perception of fluency ensues, and this perception of fluency is then misattributed to the product under evaluation and enhances evaluations. We demonstrate the effect for intra-modal (repetition of eye movement) as well as cross-modal (contemporaneous eye and finger movements) settings.

Original languageEnglish (US)
Pages (from-to)435-440
Number of pages6
JournalJournal of Consumer Psychology
Volume26
Issue number3
DOIs
StatePublished - Jul 1 2016
Externally publishedYes

Keywords

  • Evaluation
  • Eye movement
  • Fluency

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