View More View Less
  • a University of Applied Sciences Wiener Neustadt, Zeiselgraben 4, A-3250 Wieselburg, Austria
  • b University of Natural Resources and Life Sciences, Muthgasse 18, A-1190 Vienna, Austria
  • c Szent István University, H-1118 Budapest, Villányi út 29–43, Hungary
  • d University of Debrecen, H-4032 Debrecen, Böszörményi út 138, Hungary
Restricted access

Purchase article

USD  $25.00

1 year subscription (Individual Only)

USD  $878.00

This study investigates the relationship between gazing behaviour and choice decision in multialternative forced choice tasks, focusing on the consistency across different food product groups including apple, beer, bread, chocolate, instant soup, salad, sausage, and soft drink. Each choice task consisted of pictures of four alternatives, similar in familiarity and liking ratings, of the corresponding product group. A Tobii T60 eye-tracker was used to present the stimuli and to analyse the gazing behaviour of 59 participants during decision-making.

The results showed strong correlations between choice and gazing behaviour, in forms of more fixation counts, longer total dwell duration, and more dwell counts on the chosen alternative. No correlations for first fixation, time to first fixation, and first fixation duration were observed. These results were consistent across the eight tested product groups.

  • ARES, G., GIMÉNEZ, A., BRUZZONE, F., VIDAL, L., ANTÚNEZ, L., MAICHE, A. (2013): Consumer visual processing of food labels: Results from an eye-tracking study. J. Sens. Stud., 28(2), 138153.

    • Search Google Scholar
    • Export Citation
  • ARES, G., MAWAD, F., GIMÉNEZ, A., MAICHE, A. (2014): Influence of rational and intuitive thinking styles on food choice: Preliminary evidence from an eye-tracking study with yogurt labels. Food Qual. Prefer., 31, 2837.

    • Search Google Scholar
    • Export Citation
  • BIALKOVA, S., VAN TRIJP, H.C.M. (2011): An efficient methodology for assessing attention to and effect of nutrition information displayed front-of-pack. Food Qual. Prefer., 22, 592601.

    • Search Google Scholar
    • Export Citation
  • GERE, A., DANNER, L., DE ANTONI, N., KOVÁCS, S., DÜRRSCHMID, K., SIPOS, L. (2016): Visual attention accompanying food decision process: an alternative approach to choose the best models. Food Qual. Prefer., 51, 17.

    • Search Google Scholar
    • Export Citation
  • GRAHAM, D.J., ORQUIN, J.L., VISSCHERS, V.H.M. (2012): Eye tracking and nutrition label use: A review of the literature and recommendations for label enhancement. Food Policy, 37, 378382.

    • Search Google Scholar
    • Export Citation
  • IMRAM, N. (1999): The role of visual cues in consumer perception and acceptance of a food product. Nutr. Food Sci., 99(5), 224230.

  • JANTATHAI, S., DANNER, L., JOECHL, M., DÜRRSCHMID, K. (2013): Gazing behavior, choice and color of food: Does gazing behavior predict choice? Food Res. Int., 54(2), 16211626.

    • Search Google Scholar
    • Export Citation
  • JAROS, D., ROHM, H., STROBL, M. (2000): Appearance properties –A significant contribution to sensory food quality? LWT –Food Sci. Technol., 33, 320326.

    • Search Google Scholar
    • Export Citation
  • KÖSTER, E.P. (2009): Diversity in the determinants of food choice: A psychological perspective. Food Qual. Prefer., 20(2), 7082.

  • KRAJBICH, I., RANGEL, A. (2011): Multialternative drift-diffusion model predicts the relationship between visual fixations and choice in value-based decisions. P. Natl. Acad. Sci. (PNAS), 108(33), 1385213857.

    • Search Google Scholar
    • Export Citation
  • ORQUIN, J.L., MUELLER LOOSE, S. (2013): Attention and choice: A review on eye movements in decision making. Acta Psychol., 144(1), 190206.

    • Search Google Scholar
    • Export Citation
  • REUTSKAJA, E., NAGEL, R., CAMERER, C., RANGEL, A. (2011): Search dynamics in consumer choice under time pressure: An eye-tracking study. Am. Econ. Rev., 101(2), 900926

    • Search Google Scholar
    • Export Citation
  • VAN DER LAAN, L.N., DE RIDDER, D.T.D., VIERGEVER, M.A., SMEETS, P A.M. (2011): The first taste is always with the eyes: a meta-analysis on the neural correlates of processing visual food cues. NeuroImage, 55(1), 296303.

    • Search Google Scholar
    • Export Citation
  • VAN DER LAAN, L.N., HOOGE, I.T.C., DE RIDDER, D.T.D., VIERGEVER, M.A., SMEETS, P.A.M. (2015): Do you like what you see? The role of first fixation and total fixation duration in consumer choice. Food Qual. Prefer., 39, 4655.

    • Search Google Scholar
    • Export Citation

Monthly Content Usage

Abstract Views Full Text Views PDF Downloads
Aug 2020 4 0 0
Sep 2020 19 1 1
Oct 2020 12 0 0
Nov 2020 16 2 1
Dec 2020 28 0 0
Jan 2021 14 1 1
Feb 2021 0 0 0