Though choice overload has been extensively studied in packaged products, fewer studies have explored these phenomena in minimally packaged agribusiness products such as potted plants. This matters as these products are heterogeneous not only across product categories but also within the same plant genus, changing the baseline cognitive load for consumer decision-making. This study uses eye-tracking technology to explore how increases in the number of options presented in potted plant retail displays affects visual attention and consumer choice by expanding cognitive load. In a within-subjects design, participants completed six choice tasks, indicating their likelihood to buy their most preferred alternative. As display size increased, participants ignored a larger percentage of the display, engaged in common choice patterns, and spent a lower percentage of their gaze sequence fixated on their selected alternative. [EconLit Citations: C91, D91, Q13]

中文翻译：

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所见即所得，不卖不出去：园艺实验室实验中的选择超载和采购启发式

尽管已经在包装产品中广泛研究了选择超载，但很少有研究在最小包装的农业综合企业产品（如盆栽植物）中探索这些现象。这很重要，因为这些产品不仅在产品类别之间而且在同一植物属内也是异质的，从而改变了消费者决策的基线认知负荷。本研究使用眼动追踪技术来探索盆栽植物零售展示中选项数量的增加如何通过扩大认知负荷来影响视觉注意力和消费者选择。在受试者内部设计中，参与者完成了六项选择任务，表明他们有可能购买他们最喜欢的替代品。随着显示尺寸的增加，参与者忽略了更大比例的显示，从事共同的选择模式，并且在他们选择的替代方案上花费了较低比例的凝视序列。[EconLit 引文：C91、D91、Q13]