Given the conventional wisdom that “unseen is unsold,” retail practitioners are keenly interested in understanding consumers’ attention to products in the store. Using in-store ambulatory eye-tracking, we investigate the extent to which lateral and vertical biases drive consumers’ attention in a grocery store environment. Our dataset offers a complete picture of not only where the shopper is located, but also the shopper’s field of view and visual fixations during the trip. Using our novel dataset, we address two research questions: First, do shoppers have a higher propensity to pay attention to products on their left or right side as they traverse an aisle (i.e., is the right side the “right side”)? Second, do shoppers tend to pay more attention to products at their eye level (i.e., is eye-level “buy-level”)? We utilize the exogenous variations in the direction by which shoppers traverse an aisle (northward vs southward), obtainable from their shopping paths, to identify lateral bias. The exogenous variation of shoppers’ eye-level positions, due to their differences in height, is used to identify vertical bias. We find that shoppers pay more attention to products on their right side when traversing an aisle, and this bias holds for both right- and left-handed shoppers. Contrary to many practitioners’ belief, we find that eye-level is not “buy-level”; rather, the product level that has the highest propensity to capture shoppers’ attention is about 14.7 inches below eye-level (which is around chest level). Further, this vertical bias becomes more prominent during the latter part of a shopping trip.

鉴于传统的观念，即“看不见不卖”，零售从业者对了解消费者对商店产品的关注非常感兴趣。使用店内动态眼动追踪，我们研究了在杂货店环境中横向和垂直偏向在多大程度上推动了消费者的注意力。我们的数据集不仅提供购物者所在位置的完整图片，而且还提供旅行期间购物者的视野和视觉注视。使用我们新颖的数据集，我们解决了两个研究问题：首先，购物者在走过过道时是否更倾向于注意左侧或右侧的商品（即，右侧是“右侧”）？其次，购物者是否倾向于在他们的视线水平上更多地关注产品（即，是视线水平的“购买级”）？我们利用购物者横穿过道的方向（北向南）的外在变化（可从他们的购物路径获得）来确定横向偏差。由于购物者的高度不同，他们眼睛水平位置的外在变化可用于识别垂直偏向。我们发现，购物者在过道时会更加注意右侧的产品，这种偏见对左右手购物者都适用。与许多从业者的看法相反，我们发现视线水平不是“购买级”；视线水平不是“购买级”。相反，最容易吸引购物者注意力的产品级别约为14.7英寸 由于购物者的高度不同，他们眼睛水平位置的外在变化可用于识别垂直偏向。我们发现购物者在过道时会更加注意右侧的产品，这种偏见对左右手购物者都适用。与许多从业者的看法相反，我们发现视线水平不是“购买级”；视线水平不是“购买级”。相反，最容易吸引购物者注意力的产品级别约为14.7英寸 由于购物者的高度不同，他们眼睛水平位置的外在变化可用于识别垂直偏向。我们发现，购物者在过道时会更加注意右侧的产品，这种偏见对左右手购物者都适用。与许多从业者的看法相反，我们发现视线水平不是“购买级”；视线水平不是“购买级”。相反，最容易吸引购物者注意力的产品级别约为14.7英寸低于眼睛水平（大约在胸部水平）。此外，在购物旅行的后期，这种垂直偏差会变得更加明显。