Nowadays, the amount of information is growing rapidly. The supply of information has exceeded the demand. Attention becomes the most precious resource for retailers. To meet the preferences and needs of consumers, the choice of products is increased, or expanding the position of shelf facings is to attract people’s attention and affect their interest in goods. But consumers couldn’t make a decision when offer too many choices due to cognitive load. Although attracting attention is achieved, the behavior results are not as expected.
According to perceived load theory, the research discusses consumers through the stimulation of the external environment have perceived variety. Under high perceived load, increasing visual browsing behavior has an impact on purchase decision-making behavior. In addition, the features of commodity scarcity become
important visual clues in people’s purchase decision-making and reduce choice overload.
The study carried out an experienced design to manipulate the product the quantity of assortment and the position of shelf facings. We have 3 experiments with eye-tracking, recruit 326 valid subjects. The result of the research indicated that when two brands have the same space on the shelf, providing a lot of product assortment has increased more observation count and length than less product assortment. Moreover, although too many options satisfied variety-seeking demand and increased visual browsing behavior making the purchase decision was difficult and procrastination purchase.
