Factors Influencing Visual Attention: A Meta-Analysis

The goal of the present study is to conduct the first meta-analysis on the antecedents (top-down and bottom-up factors) and consequences (evaluation factors) of visual attention. In this research, 201 empirical articles were examined, with a total of 781 effect sizes highlighting the visual attention effect on consumption choices. An ordered synthesis of the different types of empirical results involving visual attention in the marketing area was performed. Our research deepens and describes the effects of top-down and bottom-up factors on visual attention, demonstrating the differences between the variables that compose them.