What Does Eye Tracking Reveal About the Effects of Buying Impulsiveness on the Horticultural Choice?

Although consumer behavior research has investigated impulsive buying behavior since the early 1950s, no studies explored the relationship between eye gaze metrics, buying impulsiveness scores and purchase decisions.  The present study is a preliminary approach to setting consumer purchase decisions as a function of not only product attributes, but also individuals’ buying impulsiveness and eye gaze measures, which were collected using an eye tracking device during choice experiments. Specifically, we investigate the moderation effects of eye gaze measures on the relationship between buying impulsiveness and consumers’ purchase intentions.