Conjoint and Eye-Tracking Experiments in Digital Marketing

A conjoint and a subequent eye-tracking experiment was conducted to understand how different attributes, presented in the online environment affect consumer behavior. The first study involved assessing the motivating impact of antecedent stimuli such as price, ordering type, shipping, etc. The second study was an eye-tracking experiment where we examined both direct and indirect manipulations on total time spent on a particular social media page and monitored the fixation time on the price label. Results from the conjoint study showed that the price had the highest impact on the participant’s likelihood of an online purchase. Results from the eye-tracking experiment revealed that fixation on price was not based on the price itself but on other direct as well as indirect manipulations of the price such as the size and positioning of the label and type of model.