Looks good to me: How eye movements influence product evaluation

Hao Shen, Akshay Rao

Research output: Contribution to journalArticlepeer-review

9 Scopus citations


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
Issue number3
StatePublished - Jul 1 2016
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2015 Society for Consumer Psychology.


  • Evaluation
  • Eye movement
  • Fluency


Dive into the research topics of 'Looks good to me: How eye movements influence product evaluation'. Together they form a unique fingerprint.

Cite this