Clockwise versus counterclockwise turning bias: Moderation effects of foot traffic and cognitive experience on visual attention

The current research aims to examine how turning bias can affect the attention-capturing of bottom-up factors in endcap displays. In three experimental studies using eye-tracking, this paper contributes to the literature by proposing moderators that shape turning bias effects on retail endcap displays. Studies 1 and 2 demonstrate that consumers' counterclockwise (vs. clockwise) rotation reduces visual attention on endcap displays. Furthermore, Study 3 indicates that longer trips and higher loop diversion increase the number of fixations for clockwise (vs. counterclockwise) turning shoppers. In addition, higher cognitive anchors and shorter shopping lists boost fixation rates when shoppers rotate in a clockwise (vs. counterclockwise) direction. This research has important theoretical and practical implications for understanding shoppers’ visual attention and cognitive experience in retail settings.