The distracting effect of mobile phones on visual attention in consumer decision-making: a gaze behavior perspective

Visual attention as a highly complex system is considered a scarce source. This study investigates the distraction effect (specifically, mobile phone usage unrelated to purchasing decisions) on visual attention during consumers' decision-making processes of the Mobile native generation. An eye-tracking experiment utilizing 2-AFC tasks was used for the product choice procedure. The findings revealed no significant differences in gaze behavior in distracting and non-distracting conditions. Interestingly, the results indicate the significant effect of consumer distraction on the relationship between visual attention and product preference. A stronger tendency for a value-based gaze and attentional bias effect under distraction conditions was evidenced. The results of this research highlight the importance of further developing theories of attention in consumer decision-making in terms of the need to re-evaluate the effects of factors on visual attention in distraction-rich environments, particularly regarding mobile technology.