The role of self-congruity in the visual processing of hedonic and utilitarian attributes with eye-tracking

Abstract

OBJECTIVE OF THE STUDY
The primary aim of this exploratory study is to investigate how consumers’ visual attention is allocated between emotional (hedonic) and functional (utilitarian) product attributes in an online shopping environment.  Furthermore, the research examines the extent to which attention directed at hedonic and utilitarian features contributes to self-congruity, with particular emphasis on the distinction between the actual and the ideal self-image.

METHODOLOGY
The exploratory study was conducted on two popular drugstore websites with the participation of 15 university students. The participants completed two shopping tasks of different complexity, resulting in a total of 30 observations (15 participants × 2 tasks). Most of the data collection sessions exceeded one hour. The research employed a mixed-methods approach. Firstly, quantitative eye-tracking data (average fixation duration, number of intervals) were analyzed. In total, 265 intervals were identified and evaluated. Secondly, qualitative methods (RTA interviews, and in-depth interviews to explore self-congruity) complemented the findings. The study also served as a UX and website usability test, providing deeper insights into decision-making processes and user experience. Due to the exploratory nature of the research, the analysis focuses on identifying visual attention patterns and generating hypotheses rather than seeking broad statistical generalization.

KEY FINDINGS
Findings indicate that within the studied sample, participants paid more visual attention to hedonic attributes than to utilitarian ones across both platforms. Moreover, when evaluating products aligned with their ideal self image, participants exhibited a focal increase in attention to hedonic features. Among the utilitarian attributes, product information attracted the greatest attention, whereas among the hedonic features, colour emerged as the most influential, particularly for participants who selected brands that resonated with their ideal self-image.

PRACTICAL IMPLICATIONS
The study indicates that, in addition to design, the content structure of online retail platforms can also have a substantial impact on consumer attention. Retailers are advised to place greater emphasis on hedonic attributes (such as colour, packaging, and aesthetic product descriptions), as these are more likely to capture consumer focus and strengthen emotional attachment to the brand. It is vital that functional attributes are presented concisely and systematically, given that consumers tend to process such information more rapidly and often supplement it with evaluations from external sources.