The influence of country-of-origin information and other stimulus-driven cues in e-commerce: the role of neuromarketing.

Don-Arthur, Jasmine Ewurabena (2025) The influence of country-of-origin information and other stimulus-driven cues in e-commerce: the role of neuromarketing. Doctoral thesis, University of East Anglia.

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Abstract

This study explores the influence of country-of-origin (COO) information and other bottom-up stimulus-driven cues on consumer visual attention within e-commerce environments, using neuromarketing —specifically, eye-tracking. Focusing on competing products from local and foreign origins within the same category, the research addresses three core questions: the impact of COO information on visual attention, the influence of salient visual cues (e.g., product images and placement), and the comparative significance of these cues in guiding consumer focus.

A laboratory experiment employing eye-tracking and post-task questionnaires was conducted to analyze how consumers from developing countries visually engage with e-commerce product pages containing both COO labels and various salient visual elements. The findings reveal that although COO information affects visual attention, it does not consistently dominate it. Instead, salient visual cues—particularly product imagery—tend to attract more attention, especially in contexts where competing products have equal attribute presentation. This effect is more pronounced for foreign products when COO labels are combined with compelling visuals.

The study makes several theoretical and practical contributions. Theoretically, it bridges a key gap in the literature by examining COO information and stimulus-driven cues in tandem, rather than in isolation, while also challenging the linear assumptions of Cue Utilization Theory and Stimulus-Organism-Response (SOR) models. It posits a nonlinear, context-dependent relationship in which the salience and presentation of cues, along with factors like product familiarity and cultural context, shape consumer attention more dynamically than previously understood.

Practically, the findings suggest that e-commerce marketers—particularly in developing countries—should optimize visual design by strategically combining COO cues with visually dominant elements to enhance consumer engagement and potentially counteract COO bias. By highlighting the complex interplay of contextual and perceptual cues in shaping online consumer behavior, the study offers actionable insights for more effective digital marketing strategies.

Item Type:	Thesis (Doctoral)
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
Depositing User:	Chris White
Date Deposited:	11 Jun 2026 08:13
Last Modified:	11 Jun 2026 08:13
URI:	https://ueaeprints.uea.ac.uk/id/eprint/103346
DOI:

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