Limits...
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.


Top: plots of normalized preference bias aligned at the beginning time (left) and at the ending time (right) averaged over all samples in case 1. Bottom: bar-plots of the samples averaged over the beginning (left) and the ending (right) 1 s with standard errors in case 1.
© Copyright Policy
Related In: Results  -  Collection

License
getmorefigures.php?uid=PMC4477059&req=5

Figure 6: Top: plots of normalized preference bias aligned at the beginning time (left) and at the ending time (right) averaged over all samples in case 1. Bottom: bar-plots of the samples averaged over the beginning (left) and the ending (right) 1 s with standard errors in case 1.

Mentions: Figure 6 shows the normalized preference biases of head orientation, gaze, and COP averaged over all subjects in case 1. We tested if the signals were biased toward the item by one-sample, one-sided Student's t-test or Wilcoxson's signed rank test after normality test. The data were averaged over corresponding trials per subject. In the 1 s from trial beginning, there was significant bias in the head orientation (p = 0.008) in case 1 but not in case 2 (p = 0.1). The mean of the normalized COP seemed greater than that of head orientation (shown in the top-left figure of Figure 6), but the test result was not significant (p = 0.4). Also in the ending 1 s, statistical significance appeared only in head orientation (p = 0.001 for case 1 and p = 0.002 for case 2). There were no significant effects (p > 0.05) in gaze and COP for two timing conditions in both cases. The degrees of freedom of the tests above were again 14 in case 1 and 15 in case 2.


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

Funaya H, Shibata T - Front Psychol (2015)

Top: plots of normalized preference bias aligned at the beginning time (left) and at the ending time (right) averaged over all samples in case 1. Bottom: bar-plots of the samples averaged over the beginning (left) and the ending (right) 1 s with standard errors in case 1.
© Copyright Policy
Related In: Results  -  Collection

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

Figure 6: Top: plots of normalized preference bias aligned at the beginning time (left) and at the ending time (right) averaged over all samples in case 1. Bottom: bar-plots of the samples averaged over the beginning (left) and the ending (right) 1 s with standard errors in case 1.
Mentions: Figure 6 shows the normalized preference biases of head orientation, gaze, and COP averaged over all subjects in case 1. We tested if the signals were biased toward the item by one-sample, one-sided Student's t-test or Wilcoxson's signed rank test after normality test. The data were averaged over corresponding trials per subject. In the 1 s from trial beginning, there was significant bias in the head orientation (p = 0.008) in case 1 but not in case 2 (p = 0.1). The mean of the normalized COP seemed greater than that of head orientation (shown in the top-left figure of Figure 6), but the test result was not significant (p = 0.4). Also in the ending 1 s, statistical significance appeared only in head orientation (p = 0.001 for case 1 and p = 0.002 for case 2). There were no significant effects (p > 0.05) in gaze and COP for two timing conditions in both cases. The degrees of freedom of the tests above were again 14 in case 1 and 15 in case 2.

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.