discussed two types of consumer search. One search type is goal directed search taking place when somebody uses stored knowledge of the product in order to make a purchase choice. The second is exploratory search. This occurs when the consumer has minimal previous knowledge about how to choose a product. It was found that for exploratory search, individuals would pay less attention to products that were placed in visually competitive areas such as the middle of the shelf at an optimal viewing height. This was primarily due to the competition in attention meaning that less information was maintained in visual working memory for these products.
