The influence of display characteristics on visual exploratory search behavior

Visual information search is a combination of two distinct types of behavio r. Goal-directed search behavior occurs when consumers use stored search ro utines to collect information in a deliberate manner. In contrast, explorat ory search behavior occurs when consumers are confronted with multiple piec es of information but have little stored knowledge about how to proceed wit h the information gathering. This article reports on an investigation into exploratory search behavior and attempts to establish a connection between the layout of objects in a display and the amount of attention devoted to e ach of these objects. The research has implications for catalog page layout and visual merchandising.