Exploratory shopping: attention affects in-store exploration and unplanned purchasing

A fundamental function of retailing is to bring products into the view of shoppers, because viewing products can activate forgotten or new needs. Retailers thus employ various strategies to entice shoppers to explore the product assortment and store environment, in the hopes of stimulating unplanned purchasing. Here we investigate consumers’ breadth of attention as a mechanism of such in-store exploration and hence of unplanned purchasing. Specifically, attentional breadth is the focus that is directed to a wider or more limited area in processing visual scenes. In a series of lab and field experiments we show that shoppers’ attentional breadth activates an exploratory mindset that stimulates visual and physical exploration of shopping environments, ultimately affecting their product choices and unplanned purchasing. We also show that more impulsive buyers are more susceptible to these effects. These results complement and constrain prior theorizing on mindset theory, attention, store exploration, and unplanned purchasing, all of which are of practical importance to both retailers and consumers.