With two extensive eye-tracking studies, we reveal that the introduction of a new attribute in a product assortment can increase the attention given to competing products. Moreover, we demonstrate that this increased attention, reflecting a verification search, negatively affects consumers´ attitudes and choices for competing products.
|Title of host publication||Volume XLVIII PROCEEDINGS|
|Subtitle of host publication||Advances in Consumer Research, Volume 48|
|Publisher||Association for Consumer Research|
|Publication status||Published - May 2020|
|Name||Advances in Consumer Research|