Visual attention towards food during unplanned purchases - A pilot study using mobile eye tracking technology

Area of Science:

• Behavioral Science
• Nutritional Science
• Consumer Psychology

Background:

• Extensive eye-tracking research exists on food perception.
• Limited studies link experimental findings to real-world food purchasing.
• Understanding visual attention in unplanned food purchases is crucial.

Purpose of the Study:

• To investigate relationships between consumer weight status, food energy density, and visual attention.
• To bridge experimental and field research on food perception.
• To analyze visual attention patterns during unplanned food purchases.

Main Methods:

• Pilot study utilizing mobile eye-tracking devices during grocery shopping.
• Analysis of unplanned food purchase behavior.
• Examination of eye movement measurements for orientation and attention.

Main Results:

• Significant differences in visual attention were observed based on food energy density.
• A general tendency for participants to visually attend longer and more frequently to low energy density foods was noted.
• Weight status did not show a significant direct impact on visual attention patterns in this pilot study.

Conclusions:

• Food energy density influences visual attention during unplanned food purchases.
• Mobile eye-tracking in real-world settings can reveal insights into consumer behavior.
• Further research is warranted to explore the interplay of weight status, food characteristics, and purchasing decisions.