Comparison of Cognitive Process in Men and Women While Shopping (Case Study: Investigating the Impact of Brand Using Eye Tracker)

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Salarifar Mona; VAKIL ALROAIA YOUNOS; DANAEI ABOLFAZL; RIAZI GHOLAM HOSSEIN; Moura Engracia Giraldi Janaina De

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Journal: JOURNAL OF BUSINESS MANAGEMENT Year:2020 | Volume:12 | Issue:2 Page(s): 422-435

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Title

Comparison of Cognitive Process in Men and Women While Shopping (Case Study: Investigating the Impact of Brand Using Eye Tracker)

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Keywords

Cognitive processQ1

Eye-movementQ1

Eye trackerQ1

Duration of fixationQ1

Area Of Interest (AOI)Q1

Abstract

Objective: Brand interest varies among men and women. Brand and brand reputation are more prominent among women, and it is stated that there is a difference in the degree of brand dependence in men and women. Since there is a significant difference in the Cognitive process among men and women, focusing on product selection in the purchasing process, this study aims to investigate whether there is a significant difference between men and women in the final decision. Therefore, the customers’ decisions regarding the brands are examined using Eye tracker and based on gender differences in the present study...

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APA: Copy

Salarifar, Mona, VAKIL ALROAIA, YOUNOS, DANAEI, ABOLFAZL, RIAZI, GHOLAM HOSSEIN, & Moura Engracia Giraldi, Janaina De. (2020). Comparison of Cognitive Process in Men and Women While Shopping (Case Study: Investigating the Impact of Brand Using Eye Tracker). JOURNAL OF BUSINESS MANAGEMENT, 12(2 ), 422-435. SID. https://sid.ir/paper/408245/en

Vancouver: Copy

Salarifar Mona, VAKIL ALROAIA YOUNOS, DANAEI ABOLFAZL, RIAZI GHOLAM HOSSEIN, Moura Engracia Giraldi Janaina De. Comparison of Cognitive Process in Men and Women While Shopping (Case Study: Investigating the Impact of Brand Using Eye Tracker). JOURNAL OF BUSINESS MANAGEMENT[Internet]. 2020;12(2 ):422-435. Available from: https://sid.ir/paper/408245/en

IEEE: Copy

Mona Salarifar, YOUNOS VAKIL ALROAIA, ABOLFAZL DANAEI, GHOLAM HOSSEIN RIAZI, and Janaina De Moura Engracia Giraldi, “Comparison of Cognitive Process in Men and Women While Shopping (Case Study: Investigating the Impact of Brand Using Eye Tracker),” JOURNAL OF BUSINESS MANAGEMENT, vol. 12, no. 2 , pp. 422–435, 2020, [Online]. Available: https://sid.ir/paper/408245/en

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