How Consumers Resolve Conflict over Branded Products: Evidence from Mouse Cursor Trajectories

Consumers differ in the extent to which brands drive their choices. The current research investigates the psychology underlying such decisions by using a cursor-tracking paradigm that captures consumers’ decision-making processes in real time. Results indicate that while consumers typically process brand attributes relatively later than product attributes, the timing of this processing varies across individuals and affects choice. Specifically, when consumers trade off brand and product desirability (i.e., when deciding between a more [less] preferred product from a less [more] preferred brand), the earlier that brand attributes are considered, the more likely consumers are to choose the option from the preferred brand. Increasing the prominence of brand (vs. product) attributes leads to earlier brand attribute processing and a higher likelihood of choosing the preferred brand. These findings hold across a limited number of choice trials and for decisions involving three attributes (brand, product, and price). This research highlights the applicability of cursor tracking in revealing the psychological drivers of consumer choices in real time.