The effect of conditioning procedure on attentional and behavioral responses. A longitudinal eye tracking study

This current research examines the effect of conditioning procedure on preattentive processing and repeated behavior in the context of mobile tagging, using the associative learning (classical conditioning) theory and heuristic processing model as theoretical lenses. The viewing patterns (i.e., fixation length and fixation count) captured by using eye-tracking experiments imply the formation of preattentive processing, and the changes in the viewing patterns determine the factors that influence attentional responses. The results of six eye-tracking experiments provide evidence that conditioning procedure can influence a consumer’s subsequent attentional allocation and behavioral response, and such effect is not mediated by mental accessibility.