Order in multi‐attribute product choice decisions: Evidence from discrete choice experiments combined with eye tracking

Abstract Over time, research on order effects during information searching and choice tasks has received thorough attention in marketing, psychology, economics. When early search influences favor of that information, it is called primacy ; the equivalent for later recency . However, disentangles multi‐attribute product choice, as well studies cognitive processes underlying are lacking. I address this gap with two choice‐based conjoint experiments combined eye tracking by means multilevel mediation analysis. Consistent my prediction to counterbalance impact decision irrelevant through mentally too costly, find “spatial position” biases due rather than recency. This bias, however, small. suggests causal influence generalizes more complex decisions, though little impact. level elaboration moderates process, increasing task motivation decreases dominance primacy.