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Visual Search from the perspective of in-store exploration behavior: scale development and validation

Lookup NU author(s): Dr Sohel AhmedORCiD

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Abstract

This study aims to establish a visual search scale that measures shoppers’ in-store exploration behavior. We propose that the attentional control theory used in the psychology domain is transferable to the marketing domain, thus adding a new perspective to existing models of shoppers’ in-store exploration behavior. We develop our psychometric scales and test them over four phases to confirm their validity. Finally, we discuss how visual search could affect shoppers’ in-store exploration behavior, giving marketing managers a new way to deliver effective in-store advertisements, encourage shoppers’ impulsivity, and improve customer relationship management. Marketing managers and manufacturers can use our visual search scale to easily capture several important aspects: the extent to which shoppers consider a product that they do not plan on buying before entering the store, which product categories tend to be considered impulsively, and if in-store shopping behaviors differ between planned and impulsive considerations.

Publication metadata

Author(s): Ahmed S, Ting DH

Publication type: Article

Publication status: Published

Journal: Journal of Strategic Marketing

Year: 2023

Volume: 31

Issue: 5

Pages: 1029-1052

Online publication date: 08/02/2022

Acceptance date: 13/01/2022

ISSN (print): 0965-254X

ISSN (electronic): 1466-4488

Publisher: Routledge

URL: https://doi.org/10.1080/0965254X.2022.2032287

DOI: 10.1080/0965254X.2022.2032287

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