The role of price in display complexity's impact on horticultural plant purchase intention: An eye-tracking study

Given that most live plants are still sold in physical stores, the influence of in-store display complexity on visual attention and purchase intention interests both practitioners and scholars. However, the interactive role of price and display complexity on choice has yet to be studied. Using Split-attention Effect in Cognitive Load Theory and Price-Quality Heuristic as theoretical frameworks, we conducted a within-subjects experiment using eye-tracking technology. We explored how price signs and display complexity affect visual attention and purchase intention. Prices were varied for two levels (regular vs. discounted) and display complexity was varied for 6, 12, and 24-item displays. Participants chose their most preferred option and indicated their purchase intention. Our study suggests that price moderates the Display Complexity (DC)-Likelihood-to-Buy (LTB) and Visual Attention on Sign (VAS) - LTB relationship. LTB increases with DC at a regular price, while LTB does not vary by DC at a discounted price. At a regular price, VAS is negatively related to LTB, while at a discounted price, VAS is positively associated with LTB. Implications for retailers include increasing the number of plants on display when no discount is offered and making regular price signs more appealing.