The influence of time pressure on consumer decision-making: consumer visual attention

This thesis examines the influence of time pressure on consumers' visual attention during purchasing decisions. It is based on the assumption that in fast-paced decision-making situations, attention shifts toward visually dominant external stimuli (color), while the importance of internal factors (brand familiarity) decreases. The aim of the thesis is to compare the influence of internal and external factors on visual attention in two different conditions, with and without time pressure. The thesis also included preliminary research measuring the response times of respondents. This was followed by an experiment using eye tracking, conducted mainly among students at the University of Economics in Jindřichův Hradec. The data were analyzed using nonparametric tests and logistic regression. The results show that under time pressure, consumers pay more attention to visually striking stimuli, while the influence of internal factors decreases. The findings contribute to a deeper understanding of consumer decision-making mechanisms and can be used in the design of packaging and marketing strategies.