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This conceptual paper provides an overview of eye-tracking technology (ETT) as a process-tracing method to study children’s consumer behavior. This paper aims to provide a literature review of the child as consumer-focused eye-tracking research, identifying theoretical and research gaps. This paper discusses the benefits, drawbacks and ethical implications of ETT and highlights opportunities and best practices for future research.

This paper details eye movement and how ETT captures it. This paper delivers a typology of different approaches to eye-tracking research and presents information about ETT equipment and metrics. This paper also summarizes previous studies using eye tracking to study children. This paper concludes with research questions and topics for future research where ETT can be used to study child consumers in contexts such as playing advergames, using social media and shopping (in-person and online).

ETT is commonly used to assess children’s behavior in a variety of contexts but has scarcely been used to study children’s consumer behavior. ETT has great potential to be used to better understand children as consumers.

To the best of the authors’ knowledge, this is the first paper to review using ETT to study children’s consumer behavior.

This paper aims to introduce the concept of consumer impatience, empirically explore how it relates to time-based logistics performance (delivery speed and delivery timeliness) and discuss its impact on consumer satisfaction. This research argues that gaining insights related to delivery performance from a consumer’s perspective can help the development of more effective time-based logistics strategies for e-commerce home deliveries.

Hypotheses in this study are developed using attribution theory and tested with empirical data collected through an online behavioral consumer experiment. Middle-range theorizing is used to develop an understanding of the mechanisms that impact the relationship between time-based logistics performance and consumer satisfaction.

Findings indicate that consumer impatience with delivery speed and delivery timeliness play an essential role in the relationship between time-based delivery performance and consumer satisfaction. Issues with delivery timeliness are shown to have a more negative impact on consumer satisfaction than issues with delivery speed, while delivery communication is demonstrated to have a positive relationship with consumer satisfaction.

This empirical study adds to existing time-based competition literature by taking a consumer-centric perspective and bringing a largely overlooked but critical concept – consumer impatience – into the logistics and supply chain management setting. Middle-range theorizing allows for a conceptualized understanding of consumers’ delivery experiences that can help companies develop proactive actions in their time-based competition initiatives.