Consumers frequently buy the products they find most easily. This has forced manufacturers and retailers to invest in package design, shelf layouts, and expensive advertising campaigns to facilitate findability of their products. Surprisingly, there is no research in marketing that investigates how consumers localize products, which we call brand search. This dissertation investigates the brand search process and develops a statistical model that describes the eye movements of consumers while they are searching for a specific product. The proposed model uncovers the search strategies of consumers and suggests which marketing tools manufacturers and retailers may use to influence this process.
|Qualification||Doctor of Philosophy|
|Award date||16 Jun 2006|
|Place of Publication||Tilburg|
|Publication status||Published - 2006|