The Guiding Effect Of Gaze Cues On Purchase Intention

In our daily life,people always intentional or incidental put their attention tosomething that other people are interesting,the intuition that we care about theattentional states of others has led to the birth of research in social attention.Currently,researches on the social psychology of attention became a hot spot.These researchesnvolved the social attention shift that triggered by different visual cues are mainlyabout social cues and symbolic cues.At the same time,eye gaze,as an importantsocial cue,which plays an important role in human social communication,and even inhumour being's survival or development.It can help people effectively predict thedirection of the gaze from others',people even can learn the focus of other's attention,behavioral intent,purpose desire,knowledge and beliefs or other information by theeyes gaze of others' direction.Studies have shown that visual information plays an important role in people's consumption decisions,but the mechanism for the impact of clues on consumer buying is unclear.In this study,eye movement research and behavioral research were used to explore the guiding effect of cue effect of eye gaze on purchase tendency.Experiments 1 use eye movement to explore the people in the process of watching the detection of stimulating attention.A total of 30 students(15 men and women)were enrolled in this study.The non-contact eye movement instrument was used to investigate the concern of the subjects under the guidance of the gaze.The results showed that there was significant difference between the subjects in the case of clue-target coherence and the number of gaze and cue-target inconsistencies,indicating that subjects were consistent with the clue-target More concerned about the degree.Experiment 2 On the basis of experiment one,it is further explored whether the degree of interest of the subject to the detection stimulus can cause the purchase tendency of the subjects to find the association between the clue and the purchasing tendency of the consumers.Thirty(male and female 15)college students were enrolled in the experiment using E-prime programming.The results show that,in the case of clue-target coherence,the purchase tendency of the test stimulus is significantly higher than that of the clue-target inconsistency.Thus confirming that the clues to the consumer's purchasing tendencies have a certain guiding effect.In the case of experiment 1 and experiment 2,the clue can not only cause significant attention to the cue effect,but also have a certain guiding effect on the purchase tendency of the subjects.