Journal of Consumer Policy 36:389-402 (2013)

Annika Wallin
Lund University
Peter Hansen
University of Aarhus
Misleading information and unfair commercial practices have to be viewed against the background of what consumers otherwise do, i.e., what their purchase decisions look like when no misleading information or no unfair commercial practices are in place. This article provides some of this background by studying how consumers sample information when making an in-store purchase decision. This was done by an eye-tracking study which reveals to what extent consumers succeed in purchasing the products that best meet their purchase intentions when only a representative amount of misleading information is present. The study shows that decisions were suboptimal in relation to what the consumers claimed they wanted to purchase. Only in one product category did consumers in this study actually look at products that were slightly better than average, and as a result, they mainly selected products that were just as often poor as good. If the proportion of bad purchase decisions based on misleading information is small enough, perhaps it might be better to direct the authors’ attention to other ways of improving the decision environments that consumers encounter. In addition, the eye-tracking study provides some insight into how consumers sample information when making an in-store purchase decision. The present data show that consumers invested on average of less than 1 s to look at products.
Keywords No keywords specified (fix it)
Categories No categories specified
(categorize this paper)
DOI 10.1007/s10603-013-9228-y
Edit this record
Mark as duplicate
Export citation
Find it on Scholar
Request removal from index
Revision history

Download options

PhilArchive copy

Upload a copy of this paper     Check publisher's policy     Papers currently archived: 53,586
External links

Setup an account with your affiliations in order to access resources via your University's proxy server
Configure custom proxy (use this if your affiliation does not provide a proxy)
Through your library

References found in this work BETA

No references found.

Add more references

Citations of this work BETA

No citations found.

Add more citations

Similar books and articles

Greens in the Vines.Julie Fitzmaurice, Mark Cordano, Timothy E. Martinson & Alice V. Wise - 2012 - Proceedings of the International Association for Business and Society 23:134-145.
Measuring the Importance of Ethical Consumerism.Pat Auger, Timothy Devinney & Jordan Louviere - 2007 - International Corporate Responsibility Series 3:207-221.


Added to PP index

Total views
1 ( #1,433,851 of 2,348,714 )

Recent downloads (6 months)
1 ( #512,546 of 2,348,714 )

How can I increase my downloads?


Sorry, there are not enough data points to plot this chart.

My notes