Spotlighting Customers' Visual Attention at the Stock, Shelf and Store Levels with the 3S ModelTobias Otterbring 1,2, Erik Wästlund 2, Poja Shams 3
1Department of Management/MAPP, Aarhus University, 2Department of Psychology & CTF, Service Research Center, Karlstad University, 3Department of Business Administration & CTF, Karlstad University
This article presents a new conceptualization of the in-store search process, the 3S Model, which captures customers’ visual attention at three distinct levels of analysis: Stock, Shelf, and Store. We illustrate the usefulness of our conceptualization through three eye-tracking studies, one from each level of analysis in the 3S Model.
