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On the measurement of consumer preferences and food choice behavior : the relation between visual attention and choices

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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.
Keywords
Choice, cues, eye tracking, information, labeling, visual attention, ATTRIBUTE NON-ATTENDANCE, WILLINGNESS-TO-PAY, EYE-TRACKING, NUTRITION INFORMATION, TIME PRESSURE, GAZE BIAS, LABEL USE, FRONT, EFFICIENT, IMPACT

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Chicago
Van Loo, Ellen, Carola Grebitus, Rodolfo M Nayga, Wim Verbeke, and 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 40 (4): 538–562.
APA
Van Loo, E., Grebitus, C., Nayga, R. M., Verbeke, W., & Roosen, J. (2018). On the measurement of consumer preferences and food choice behavior : the relation between visual attention and choices. APPLIED ECONOMIC PERSPECTIVES AND POLICY, 40(4), 538–562.
Vancouver
1.
Van Loo E, Grebitus C, Nayga RM, Verbeke W, Roosen J. On the measurement of consumer preferences and food choice behavior : the relation between visual attention and choices. APPLIED ECONOMIC PERSPECTIVES AND POLICY. 2018;40(4):538–62.
MLA
Van Loo, Ellen et al. “On the Measurement of Consumer Preferences and Food Choice Behavior : the Relation Between Visual Attention and Choices.” APPLIED ECONOMIC PERSPECTIVES AND POLICY 40.4 (2018): 538–562. Print.
@article{8580524,
  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.},
  author       = {Van Loo, Ellen and Grebitus, Carola and Nayga, Rodolfo M and Verbeke, Wim and Roosen, Jutta},
  issn         = {2040-5790},
  journal      = {APPLIED ECONOMIC PERSPECTIVES AND POLICY},
  language     = {eng},
  number       = {4},
  pages        = {538--562},
  title        = {On the measurement of consumer preferences and food choice behavior : the relation between visual attention and choices},
  url          = {http://dx.doi.org/10.1093/aepp/ppy022},
  volume       = {40},
  year         = {2018},
}

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