Browsing by Author "Sprott, David E."

Analysis of eye-tracking data in marketing research has traditionally relied upon regions of interest (ROIs) methodology or the use of heatmaps. Clear disadvantages exist for both methods. Addressing this gap, the current research applies spatiotemporal scan statistics to the analysis and visualization of eye tracking data. Results of a sample experiment using anthropomorphic car faces demonstrate several advantages provided by the new method. In contrast to traditional approaches, scan statistics provide a means to scan eye tracking data automatically in space and time with differing gaze clusters, with results able to be comprehensively visualized and statistically assessed.

Field evidence shows that only a minority of consumers deliberately configure unique products. We propose that variation in option selection is driven by consumers' narcissistic personalities. In a pilot study and three experiments, we demonstrate that narcissistic tendencies have a significant effect on the uniqueness of the self-customized product.

Anthropomorphism, the tendency to apply human traits to non-living objects, is a widespread principle in product design. In an eye tracking experiment, we investigated how gaze patterns for manipulated car faces changed with respect to the affective state displayed by the car. Going beyond traditional region-of-interest methods (ROI), we implemented a novel approach for analyzing eye tracking data based on spatiotemporal scan analyses that overcome shortcomings of the ROI methodology. Our results showed that threatening headlights attract fewer gazes than non-threatening design variations, which can be seen in general accordance with theories of biological preparedness.

Eye tracking has traditionally relied on regions of interest as a data source for analysis. Although widespread, this methodology is prone to several limitations. A new approach for eye tracking data analysis relying on spatiotemporal scan statistics is proposed and an exemplary experiment on anthropomorphic car front design is conducted.

Mass customization systems provide consumers with the opportunity to create unique self-designed products. To retailers and manufacturers, the segment of customers configuring unique products is of considerable interest given their potential impact on product diffusion and profits. Yet field evidence suggests that only a minority of consumers use the full potential of such systems by configuring products with unique options (e.g., a volcano red car instead of a white one). The present research shows that the uniqueness of mass-customized products depends on consumer narcissism. Specifically, we demonstrate that (a) consumers higher in trait narcissism configure more unique products (while controlling for self-esteem and need for uniqueness) and (b) state narcissism can be primed via marketing communications to influence product uniqueness. Our findings suggest that firms should consider customers' innate narcissistic tendencies, as well as the ability to influence their current states of mind, to exploit the largely untapped individualization potential of mass customization systems.