Karlstad University 1 article published in JoVE Behavior Spotlighting Customers' Visual Attention at the Stock, Shelf and Store Levels with the 3S Model Tobias Otterbring1,2, Erik Wästlund2, Poja Shams3 1Department of Management/MAPP, Aarhus University, 2Department of Psychology & CTF, Service Research Center, Karlstad University, 3Department of Business Administration & CTF, Karlstad University This article presents a new conceptualization of the in-store search process, the 3S Model, which captures customers’ visual attention at three distinct levels of analysis: Stock, Shelf, and Store. We illustrate the usefulness of our conceptualization through three eye-tracking studies, one from each level of analysis in the 3S Model.