Open AccessVisual attention towards food during unplanned purchases – A pilot study using mobile eye tracking technology
Author(s) -
Gerrit Hummel,
Saskia Maier,
Maren Baumgarten,
Cora Eder,
Patrick Thomas Strubich,
Nanette StroebeleBenschop
Publication year - 2021
Publication title -
plos one
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.99
H-Index - 332
ISSN - 1932-6203
DOI - 10.1371/journal.pone.0247755
Subject(s) - eye tracking , perception , trips architecture , eye movement , orientation (vector space) , tracking (education) , psychology , visual perception , energy density , visual attention , environmental health , computer science , medicine , computer vision , artificial intelligence , engineering , pedagogy , geometry , mathematics , engineering physics , neuroscience , parallel computing
This pilot study aims to investigate the relationships between consumers’ weight status, energy density of food and visual attention towards food during unplanned purchase behavior in a real-world environment. After more than a decade of intensive experimental eye tracking research on food perception, this pilot study attempts to link experimental and field research in this area. Shopping trips of participants with different weight status were recorded with mobile eye tracking devices and their unplanned purchase behavior was identified and analyzed. Different eye movement measurements for initial orientation and maintained attention were analyzed. Differences in visual attention caused by energy density of food were found. There was a tendency across all participants to look at low energy density food longer and more often.