In our study, using a combination of eye-tracking parameter analysis and the van Westendorp method, we investigate whether participants pay more attention to products that they perceive as more expensive or to those that they prefer in the ranking process. The experiment involved 50 participants, a questionnaire with ranking and pricing tasks, and an eye-tracking measurement. Three wine varieties (Irsai Olivér, Rosé and Merlot-Shiraz) and three different label alternatives were tested. When comparing the results of the ranking and the pricing tasks, the product that is considered more expensive is not always the one that is most appealing to the participants. If we compare the results from the analysis of the eye-tracking parameters and the pricing, we can say that in all cases the labels that received the most visual attention were those that were priced more expensively by the participants.
Virtual reality (VR) offers a new instrument for food scientists to evaluate different aspects of food products. The possible applications range from product design testing, evaluation of the labels, effects of different placements or the evaluation of store layouts. These analyses help us to get a deeper understanding of consumers' minds. Additionally, VR can be coupled by several different tools (e.g. eye-trackers or skin conductance sensors or even electroencephalographs). However, as there have been only a limited number of applications published, there are several open questions which need to be answered. In the presented paper the authors aim i) to introduce the current knowledge on VR applications in food science by introducing several fields of applications and ii) to point out the most important questions regarding the applications of VR in food science.