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Preference bias of head orientation in choosing between two non-durables.

Funaya H, Shibata T - Front Psychol (2015)

Bottom Line: We used real non-durable products (cheap snacks and clothing) on a shopping shelf.The results showed that there was a significant preference bias in head orientation at the beginning 1 s when the subjects stood straight toward the shelf, and that the head orientation was more biased toward the selected item than the gaze and the center of pressure at the ending 1 s.Manipulating body orientation did not affect the result of choice.

View Article: PubMed Central - PubMed

Affiliation: Graduate School of Life Science and Systems Engineering, Kyushu Institute of Technology Kitakyushu City, Fukuoka, Japan.

ABSTRACT
The goal of this study is to investigate how customers' gaze, head and body orientations reflect their choices. Although the relationship between human choice and gaze behavior has been well-studied, other behaviors such as head and body are unknown. We conducted a two-alternatives-forced-choice task to examine (1) whether preference bias, i.e., a positional bias in gaze, head and body toward the item that was later chosen, exists in choice, (2) when preference bias is observed and when prediction of the resulting choice becomes possible (3) whether human choice is affected when the body orientations are manipulated. We used real non-durable products (cheap snacks and clothing) on a shopping shelf. The results showed that there was a significant preference bias in head orientation at the beginning 1 s when the subjects stood straight toward the shelf, and that the head orientation was more biased toward the selected item than the gaze and the center of pressure at the ending 1 s. Manipulating body orientation did not affect the result of choice. The preference bias detected by observing the head orientation would be useful in marketing science for predicting customers' choice.

No MeSH data available.


Body orientation manipulation: the WBB was set at three different angles. Circles and squares in the figure represent the markers placed on the floor. Because the board was manually set by the operator, there are small variations, but θ ≃ arctan(9/48) ≃ 10.8 [degrees], which was calculated from the relative marker locations.
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Figure 2: Body orientation manipulation: the WBB was set at three different angles. Circles and squares in the figure represent the markers placed on the floor. Because the board was manually set by the operator, there are small variations, but θ ≃ arctan(9/48) ≃ 10.8 [degrees], which was calculated from the relative marker locations.

Mentions: We manipulated the angle of the WBB to study the effect of body-orientation on final choice (Figure 2). We tested three angles, left, right, and straight, relative to the longer edge of the shelf, and we switched the angle after every trial as shown in Table 1.


Preference bias of head orientation in choosing between two non-durables.

Funaya H, Shibata T - Front Psychol (2015)

Body orientation manipulation: the WBB was set at three different angles. Circles and squares in the figure represent the markers placed on the floor. Because the board was manually set by the operator, there are small variations, but θ ≃ arctan(9/48) ≃ 10.8 [degrees], which was calculated from the relative marker locations.
© Copyright Policy
Related In: Results  -  Collection

License
Show All Figures
getmorefigures.php?uid=PMC4477059&req=5

Figure 2: Body orientation manipulation: the WBB was set at three different angles. Circles and squares in the figure represent the markers placed on the floor. Because the board was manually set by the operator, there are small variations, but θ ≃ arctan(9/48) ≃ 10.8 [degrees], which was calculated from the relative marker locations.
Mentions: We manipulated the angle of the WBB to study the effect of body-orientation on final choice (Figure 2). We tested three angles, left, right, and straight, relative to the longer edge of the shelf, and we switched the angle after every trial as shown in Table 1.

Bottom Line: We used real non-durable products (cheap snacks and clothing) on a shopping shelf.The results showed that there was a significant preference bias in head orientation at the beginning 1 s when the subjects stood straight toward the shelf, and that the head orientation was more biased toward the selected item than the gaze and the center of pressure at the ending 1 s.Manipulating body orientation did not affect the result of choice.

View Article: PubMed Central - PubMed

Affiliation: Graduate School of Life Science and Systems Engineering, Kyushu Institute of Technology Kitakyushu City, Fukuoka, Japan.

ABSTRACT
The goal of this study is to investigate how customers' gaze, head and body orientations reflect their choices. Although the relationship between human choice and gaze behavior has been well-studied, other behaviors such as head and body are unknown. We conducted a two-alternatives-forced-choice task to examine (1) whether preference bias, i.e., a positional bias in gaze, head and body toward the item that was later chosen, exists in choice, (2) when preference bias is observed and when prediction of the resulting choice becomes possible (3) whether human choice is affected when the body orientations are manipulated. We used real non-durable products (cheap snacks and clothing) on a shopping shelf. The results showed that there was a significant preference bias in head orientation at the beginning 1 s when the subjects stood straight toward the shelf, and that the head orientation was more biased toward the selected item than the gaze and the center of pressure at the ending 1 s. Manipulating body orientation did not affect the result of choice. The preference bias detected by observing the head orientation would be useful in marketing science for predicting customers' choice.

No MeSH data available.