Area Of Interest In one's field of vision and its impact on consumer behavior.

The data provided investigates the plausible existence of an Area of Interest (AOI) in an individual’s field of vision that is more preferred for decision-making over other areas in the field of vision. It also attempts to determine how this preference would translate into product preference and selection rates in the consumer decision-making process. For the purpose of the data collection, we further divide the visual hemifields into Peripheral Left (PL) /Right (PR) and Nasal Left (NL)/ Right (NR) fields, forming the basic Areas of Interest (AOI) that shall be looked into in the current study.
The study has been divided into four sessions. In each session, participants were required to select a product from four products shown on a white screen for 2 seconds and placed in varied areas of interest (AOI) in one visual field. One session comprised 4 sets of 4 different products each and the participant was required to choose one product per set. The product placement was pseudo-randomized i.e. the current location of the product couldn’t be deciphered with its previous location. The session started with a fixation cross shown for 150ms, followed by a white screen having 4 products placed in the AOIs looked at in this experiment. This was shown for 2 seconds, within which the participants had to respond. This was repeated three more times, prompting the participants to make a total of 4 selections per session.