Work

On the Measurement of Consumer Preferences and Food Choice Behavior: The Relation Between Visual Attention and Choices

Year: 2018

Type: article

Abstract: When buying a product, consumers are confronted with a host of information presented to them. However, this information can only affect shoppers’ choices if they pay attention to it. Eye tracking can measure visual attention to information. Most recently, agricultural and food economics research has combined eye tracking and valuation methods to give insight into the relation between visual attention, preferences, and choices. We present an overview of the eye‐tracking literature, and discuss theory and applications. Also, insights on how to measure visual attention and choice are provided. While eye tracking has its challenges, there are interesting future research avenues that can be explored by agricultural and food economists using eye tracking.

Source: Applied Economic Perspectives and Policy

DOI: 10.1093/aepp/ppy022

Authors: Ellen J Van Loo, Carola Grebitus, Rodolfo M Nayga, Wim Verbeke, Jutta Roosen

Institutions: Ghent University, Arizona State University, University of Arkansas System, University of Arkansas at Fayetteville, Technical University of Munich

Language: English

Topic: Economic and Environmental Valuation

Subfield: Economics and Econometrics

Field: Economics, Econometrics and Finance

Domain: Social Sciences

Open Access status: green

Funders: Universiteit Gent, Bijzonder Onderzoeksfonds UGent

Award: G6115542709