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

• Main Authors: Ahmed, S., Hooi Ting, D.
• Format: Article
• Published: Routledge 2022
• Online Access: http://scholars.utp.edu.my/id/eprint/33902/; https://www.scopus.com/inward/record.uri?eid=2-s2.0-85124890073&doi=10.1080%2f0965254X.2022.2032287&partnerID=40&md5=7a58159b707c67e159281036cd9ae87e
• Institution: Universiti Teknologi Petronas

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. © 2022 Informa UK Limited, trading as Taylor & Francis Group.