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The Influence of Display Characteristics on Visual Exploratory Search Behavior

Chris Janiszewski
Journal of Consumer Research
Vol. 25, No. 3 (December 1998), pp. 290-301
Published by: Oxford University Press
DOI: 10.1086/209540
Stable URL: http://www.jstor.org/stable/10.1086/209540
Page Count: 12
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The Influence of Display Characteristics on Visual Exploratory Search Behavior
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Abstract

Visual information search is a combination of two distinct types of behavior. Goal‐directed search behavior occurs when consumers use stored search routines to collect information in a deliberate manner. In contrast, exploratory search behavior occurs when consumers are confronted with multiple pieces of information but have little stored knowledge about how to proceed with the information gathering. This article reports on an investigation into exploratory search behavior and attempts to establish a connection between the layout of objects in a display and the amount of attention devoted to each of these objects. The research has implications for catalog page layout and visual merchandising.

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