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

Author

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  • Ellen J Van Loo
  • Carola Grebitus
  • Rodolfo M Nayga
  • Wim Verbeke
  • Jutta Roosen

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.

Suggested Citation

  • Ellen J Van Loo & Carola Grebitus & Rodolfo M Nayga & Wim Verbeke & Jutta Roosen, 2018. "On the Measurement of Consumer Preferences and Food Choice Behavior: The Relation Between Visual Attention and Choices," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 40(4), pages 538-562, December.
    • Handle: RePEc:wly:apecpp:v:40:y:2018:i:4:p:538-562
    DOI: 10.1093/aepp/ppy022
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    References listed on IDEAS

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    1. Tonia Ruppenthal, 2023. "Eye-Tracking Studies on Sustainable Food Consumption: A Systematic Literature Review," Sustainability, MDPI, vol. 15(23), pages 1-32, November.
    2. Carola Grebitus & Ellen J. Van Loo, 2022. "Relationship between cognitive and affective processes, and willingness to pay for pesticide‐free and GMO‐free labeling," Agricultural Economics, International Association of Agricultural Economists, vol. 53(3), pages 407-421, May.
    3. Lorena Saavedra-Garcia & Miguel Moscoso-Porras & Francisco Diez-Canseco, 2022. "An Experimental Study Evaluating the Influence of Front-of-Package Warning Labels on Adolescent’s Purchase Intention of Processed Food Products," IJERPH, MDPI, vol. 19(3), pages 1-11, January.
    4. Kalantari, Saleh & Xu, Tong Bill & Govani, Viraj & Mostafavi, Armin, 2022. "Analyzing the effects of storefront window display transparency on perceived store Attractiveness and Approach behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).

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