Purpose This study aims to test the relationship between consumers’ perceptions of product type (utilitarian vs hedonic) and the attentional processes that underlie decision-making among minimally branded products. Design/methodology/approach This study uses eye-tracking measures (i.e. total fixation duration) and data collected through an online survey. Findings The study shows that consumers spend more time looking at hedonic (vs utilitarian) and branded (vs unbranded) products, which influences perceptions of quality. Practical implications The findings of this research provide guidelines for marketing minimally branded products. Originality/value The authors showed that the product type influences the time consumers spend looking at an item. Previous findings about effects of branding are extended to an understudied product category (i.e. live potted plants).