The study aims to investigate visual attention and perceived attractiveness to known versus unknown products above and beyond self-report applying physiological methods. A cross-cultural exploratory approach allows for comparing results gathered in the United States and China. We collected field data on physiological parameters accompanied by behavioral data. Mobile eye-tracking was employed to capture attention by measuring gaze parameters and electrodermal activity serves as indicator for arousal at an unconscious level. A traditional scale approach measuring perceived attractiveness of known versus (...) novel products provide insights at a conscious level. US-American and Chinese consumers in our sample indeed process novel products differently. This can be observed at an unconscious and conscious level. Different gaze movements and arousal levels are observed at an unconscious level. Regarding behavioral data, the level of vertical orientation shapes the perceived attractiveness of novel products at a conscious level. The study showcases how physiological methods complement behavioral ones when investigating visual attention to products. It underlines varying conscious as well as unconscious visual attention and attractiveness ratings comparing known versus novel products, driven by cultural differences. Data from a field setting further enrich the implications derived for new product development and applied marketing. (shrink)