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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-orientationbias in real world coordinates (left) and head-mounted view (right): The body-orientation bias can be observed in the coordinates of the head-mounted view.
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Figure 4: Body-orientationbias in real world coordinates (left) and head-mounted view (right): The body-orientation bias can be observed in the coordinates of the head-mounted view.


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

Funaya H, Shibata T - Front Psychol (2015)

Body-orientationbias in real world coordinates (left) and head-mounted view (right): The body-orientation bias can be observed in the coordinates of the head-mounted view.
© Copyright Policy
Related In: Results  -  Collection

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

Figure 4: Body-orientationbias in real world coordinates (left) and head-mounted view (right): The body-orientation bias can be observed in the coordinates of the head-mounted view.
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.