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

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

Research output: Contribution to journalArticlepeer-review

23 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)538-562
Number of pages25
JournalApplied Economic Perspectives and Policy
Volume40
Issue number4
DOIs
StatePublished - Dec 1 2018

Keywords

  • Choice
  • cues
  • eye tracking
  • information
  • labeling
  • visual attention

ASJC Scopus subject areas

  • Development
  • Economics and Econometrics

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