What we see and what we say: the implicit and explicit role of hedonic and utilitarian product attributes in drugstore categories
(A2026-134186)

AUTHORS

Tünde Szász, Eötvös Loránd Tudományegyetem Gazdaságtudományi kar; Erika Hlédik, Eötvös Loránd Tudományegyetem

ABSTRACT

This mixed-methods study investigates the divergence between implicit visual attention and explicit verbal reasoning in online drugstore shopping decisions. Using eye-tracking, open-ended arguments and RTA interviews, we compare how consumers process hedonic and utilitarian product attributes under simple (2-reason) and complex (7-reason) tasks. Results show that while simple decisions rely strongly on hedonic cues both implicitly and explicitly, complex decisions reveal a growing discrepancy: visual attention remains hedonic, but verbal explanations shift toward utilitarian reasoning. Content analysis further identifies two additional extrinsic dimensions—social and experiential factors—highlighting that verbal arguments extend beyond what is visually processed. The findings clarify how unconscious impression-based attention diverges from conscious rationalization and offer implications for web design and product communication.