Eye-tracking research on sensory and consumer science: A review, pitfalls and future directions

Eye-tracking study on the impact of 'EU organic' and 'sustainable irrigation' logos on consumer acceptance of olive oil

BACKGROUND

This study investigates to what extent the presence of the EU organic (EU‑O) logo and a sustainable irrigation (SI) logo on extra virgin olive oil (EVOO) labels affects (i) consumers expectations and purchase intention based on label information and (ii) acceptance of olive oil when tasted under informed versus blind conditions. A panel of 94 consumers took part in the study. Attention paid to label components during the task designed to evaluate the logos' effect on expectations was recorded by means of an eye-tracker.

RESULTS

Compared with the control (without logos), the presence of EU‑O and SI logos on the EVOO label significantly influenced participants' associations (i.e. price, sustainability, consumption occasions, etc.). A halo effect was detected, so that both logos led consumers to anticipate higher expected liking compared with the control. A synergic effect between both logos was detected. Eye-tracker data revealed that participants whose liking expectations were improved by the EU‑O logo paid more attention to it than those whose expectations did not improve. This relation between attention and expectation improvement was not observed with the SI logo, likely because participants were unfamiliar with it. Beyond expectations, the presence of logos on labels significantly increased the liking scores given by the participants when EVOOs were tasted, which resulted in a higher percentage of participants' willingness to purchase.

CONCLUSION

Consumers perceived added value for the sustainable labeled food, which positively affected their liking and purchase intentions. This may encourage food production companies to adopt more sustainable practices. © 2024 Society of Chemical Industry.

Effect of label elements in bottled water: Impact on consumer preferences, purchase intentions and health perception through affective sensory tests

Bottled water has become a popular beverage choice worldwide, with consumers increasingly seeking healthier options. However, label elements can significantly influence consumer perception and purchasing decisions. The research aimed to assess how label elements affect the liking, purchase intention, preference and concept of healthy bottled water. Two stages involved 180 and 100 participants aged between 18 and 40, provided sociodemographic information. The first stage used a hedonic scale and ranking test to perception of nine labels with different elements. The second stage selected a consensus label from prior tests. Four labels were designed, differing in brand color and nutritional information placement. In this last stage, the acceptability, preference ranking and concept of healthy were re-evaluated and eye tracking via the Pupil Lab program. Findings showed varied responses in acceptability and purchase intention among consumers. However, significant differences were observed in preferences and healthiness perceptions based on label characteristics. The label with the highest preference and perceived healthiness featured a sky-blue design with nutritional information on the right side. Combining sensory testing and eye tracking offers valuable insights for designing labels that positively impact consumer perception. The results provide important implications for bottled water manufacturers and marketers in developing effective labeling strategies to meet consumer preferences and promote healthier choices.

Attention biases the process of risky decision-making: Evidence from eye-tracking

Attention determines what kind of option information is processed during risky choices owing to the limitation of visual attention. This paper reviews research on the relationship between higher-complexity risky decision-making and attention as illustrated by eye-tracking to explain the process of risky decision-making by the effect of attention. We demonstrate this process from three stages: the pre-phase guidance of options on attention, the process of attention being biased, and the impact of attention on final risk preference. We conclude that exogenous information can capture attention directly to salient options, thereby altering evidence accumulation. In particular, for multi-attribute risky decision-making, attentional advantages increase the weight of specific attributes, thus biasing risk preference in different directions. We highlight the significance of understanding how people use available information to weigh risks from an information-processing perspective via process data.

An advance in novel intelligent sensory technologies: From an implicit-tracking perspective of food perception

Food sensory evaluation mainly includes explicit and implicit measurement methods. Implicit measures of consumer perception are gaining significant attention in food sensory and consumer science as they provide effective, subconscious, objective analysis. A wide range of advanced technologies are now available for analyzing physiological and psychological responses, including facial analysis technology, neuroimaging technology, autonomic nervous system technology, and behavioral pattern measurement. However, researchers in the food field often lack systematic knowledge of these multidisciplinary technologies and struggle with interpreting their results. In order to bridge this gap, this review systematically describes the principles and highlights the applications in food sensory and consumer science of facial analysis technologies such as eye tracking, facial electromyography, and automatic facial expression analysis, as well as neuroimaging technologies like electroencephalography, magnetoencephalography, functional magnetic resonance imaging, and functional near-infrared spectroscopy. Furthermore, we critically compare and discuss these advanced implicit techniques in the context of food sensory research and then accordingly propose prospects. Ultimately, we conclude that implicit measures should be complemented by traditional explicit measures to capture responses beyond preference. Facial analysis technologies offer a more objective reflection of sensory perception and attitudes toward food, whereas neuroimaging techniques provide valuable insight into the implicit physiological responses during food consumption. To enhance the interpretability and generalizability of implicit measurement results, further sensory studies are needed. Looking ahead, the combination of different methodological techniques in real-life situations holds promise for consumer sensory science in the field of food research.

Does artificial intelligence enhance physician interpretation of optical coherence tomography: insights from eye tracking

Background and objectives

The adoption of optical coherence tomography (OCT) in percutaneous coronary intervention (PCI) is limited by need for real-time image interpretation expertise. Artificial intelligence (AI)-assisted Ultreon™ 2.0 software could address this barrier. We used eye tracking to understand how these software changes impact viewing efficiency and accuracy.

Methods

Eighteen interventional cardiologists and fellows at McMaster University, Canada, were included in the study and categorized as experienced or inexperienced based on lifetime OCT use. They were tasked with reviewing OCT images from both Ultreon™ 2.0 and AptiVue™ software platforms while their eye movements were recorded. Key metrics, such as time to first fixation on the area of interest, total task time, dwell time (time spent on the area of interest as a proportion of total task time), and interpretation accuracy, were evaluated using a mixed multivariate model.

Results

Physicians exhibited improved viewing efficiency with Ultreon™ 2.0, characterized by reduced time to first fixation (Ultreon™ 0.9 s vs. AptiVue™ 1.6 s, p = 0.007), reduced total task time (Ultreon™ 10.2 s vs. AptiVue™ 12.6 s, p = 0.006), and increased dwell time in the area of interest (Ultreon™ 58% vs. AptiVue™ 41%, p < 0.001). These effects were similar for experienced and inexperienced physicians. Accuracy of OCT image interpretation was preserved in both groups, with experienced physicians outperforming inexperienced physicians.

Discussion

Our study demonstrated that AI-enabled Ultreon™ 2.0 software can streamline the image interpretation process and improve viewing efficiency for both inexperienced and experienced physicians. Enhanced viewing efficiency implies reduced cognitive load potentially reducing the barriers for OCT adoption in PCI decision-making.

Appeal rating and visual attention associated with youth-appealing cannabis packaging: An eye-tracking experiment

BACKGROUND

Cannabis-infused edibles have grown in popularity particularly among young people in the United States. Youth-appealing cannabis packaging is common and associated with concerns on its public health impacts. This study aims to assess associations of youth-appealing cannabis edible package attributes with appeal ratings and visual attention of young adults.

METHODS

Seventy-two young adults participated in an eye-tracking experiment, in which each participant viewed seven randomly ordered cannabis edible package images with varying youth-appealing attributes, including a cartoon character, a young adult model, bubble font, berry flavor, and gummy bear shape. Two primary outcomes were assessed: 1) appeal ratings elicited on a scale from 0 to 10 based on self-reporting, and 2) fixation durations on predefined areas of interest in the package images based on eye-tracking data. Multivariate linear regressions were conducted to assess associations.

RESULTS

Packages containing a cartoon character, bubble font, berry flavor, or gummy bear shape received higher appeal ratings than the package with no youth-appealing attributes. Youth-appealing attributes received longer fixation durations than non-youth-appealing attributes. The presence of any youth-appealing attribute is associated with reduced fixation durations on the warning label, with the largest reduction in the package with multiple youth-appealing attributes.

CONCLUSIONS

Youth-appealing attributes on cannabis edible packages are associated with higher appeal ratings, more visual attention towards those attributes, and less visual attention towards warning labels among young adults in the United States. Regulations banning youth-appealing attributes may be effective in reducing appeal of cannabis edibles and increasing attention towards warning labels.

The Application of Biometric Approaches in Agri-Food Marketing: A Systematic Literature Review

A challenge in social marketing studies is the cognitive biases in consumers' conscious and self-reported responses. To help address this concern, biometric techniques have been developed to obtain data from consumers' implicit and non-verbal responses. A systematic literature review was conducted to explore biometric applications' role in agri-food marketing to provide an integrated overview of this topic. A total of 55 original research articles and four review articles were identified, classified, and reviewed. It was found that there is a steady growth in the number of studies applying biometric approaches, with eye-tracking being the dominant method used to investigate consumers' perceptions in the last decade. Most of the studies reviewed were conducted in Europe or the USA. Other biometric techniques used included facial expressions, heart rate, body temperature, and skin conductance. A wide range of scenarios concerning consumers' purchase and consumption behaviour for agri-food products have been investigated using biometric-based techniques, indicating their broad applicability. Our findings suggest that biometric techniques are expanding for researchers in agri-food marketing, benefiting both academia and industry.

Application of selected neuroscientific methods in consumer sensory analysis: A review

Neuromarketing or consumer neuroscience is a relatively new market research subdiscipline that has gained popularity among consumer behavior scientists in the past two decades or so. It combines neurobiology with behavioral psychology to understand consumer behavior, more specifically about their decisions related to choices/preferences and purchase. The purpose of this review is to explore the potential of using neuroscientific methods for consumer sensory science research. By no means, this is an exhaustive review hindered by the fact that there are countless articles on neuromarketing and consumer neuroscience in the literature. The author has tried to show the applicability of neuroscientific methods in consumer sensory sciences, specifically electroencephalography and eye tracking, which could potentially "complement" the sensory methodologies to gain better consumer insight. Both these techniques are relatively inexpensive, portable, and minimally invasive techniques that are already being used by some sensory scientists. They could be incorporated with ease in the research portfolio of consumer sensory researchers who would like to use them to study consumer affect. It is recommended that the researchers use proper experimental design that takes into consideration the confounding variables as much as possible. The two methods mentioned before have been proven to be relatively reliable and repeatable. Lastly, these methods would also require ethical oversight because of the involvement of human subjects.

The effect of visual attention process and thinking styles on environmental aesthetic preference: An eye-tracking study

People often form different aesthetic preferences for natural and built environments, which affects their behavioral intention; however, it remains unknown whether this difference in aesthetic preference is due to differences in thinking styles. However, whether tourists' aesthetic preferences differ when using different visual attention processes has not been studied further. This study used eye-tracking and self-reporting to investigate these questions. The results show that natural environment images are more favored visually because they can evoke in tourists larger pupil diameters and longer scan paths, but we found no significant difference in fixation duration and fixation counts. We also found that the scanning path of tourists who predominantly rely on intuitive thinking is modulated by the bottom-up attention process, while the scanning path of tourists who prefer rational thinking is modulated by the top-down attention process. In the bottom-up process, tourists who prefer rational thinking exhibit more positive aesthetic preferences and emotional arousal. In summary, the present study verified that aesthetic preference is more likely to be influenced by both thinking style and visual attention processing. The results of the present work provide preliminary evidence that the aesthetic preference of the environment is not only related to visual attention but also affected by the individual visual attention process and thinking style.

Facilitating animacy perception by manipulating stimuli exposure time

Animacy perception-discriminating between animate and inanimate visual stimuli-is the basis for engaging in social cognition and for our survival (e.g., avoiding potential danger). Previous studies indicate that factors in a target, such as the features or motion of a target, enhance animacy perception. However, factors in a perceiver, such as the visual attention of a perceiver to a target, have received little attention from researchers. Research on judgment, decision-making, and neuroeconomics indicates the active role of visual attention in constructing decisions. This study examined the role of visual attention in the perception of animacy by manipulating the exposure time of targets. Among Studies 1a to 1c conducted in this study, participants saw two face illustrations alternately; one of the faces was shown to be longer than the other. The participants chose the face that they considered more animated and rounder. Consequently, longer exposure time toward targets facilitated animacy perception and preference rather than the perception of roundness. Furthermore, preregistered Study 2 examined the underlying mechanisms. The results suggest that mere exposure, rather than orienting behavior, might play a vital role in the perception of animacy. Thus, in the reverse relationship between visual attention and animacy perception, animate objects capture attention-attention results in the perception of animacy.

Eye-tracking to examine differences in alcohol product appeal by sex among young people

Background: Advertising of traditional alcopops contains elements that appeal to youth, especially females. Supersized alcopops are marketed differently than traditional alcopops and contain up to 5.5 standard alcoholic drinks. Young females are more likely to underestimate the alcohol content of supersized alcopops, putting them at higher risk of overconsumption. Similar to supersized alcopops, beer is packaged in large cans and in the same areas of store shelves.Objective: This study examined among young people whether supersized alcopops versus beer products disproportionately appealed to females.Methods: Eleven adolescents (13-17 years old) and 72 college students (21-26 years old) were recruited during 2019-2020. Participants viewed 19 photos of convenience store display cases containing both supersized alcopop and beer products. While viewing each image, participants were instructed to click on the beverage that looked the "coolest" (i.e. most appealing). Eye-tracking hardware and software measured the amount of time participants visually fixated on each product. Participants completed a survey to record demographic characteristics.Results: Compared to males (n=25), females (n=58) fixated on supersized alcopops for 6.8 seconds longer (95%CI 0.3,13.3). Females also had 3.7 times the odds of selecting a supersized alcopop as the product they found most appealing compared to males (95%CI 1.68,8.01), adjusting for amount of time visually fixating on supersized alcopops, which was also a significant predictor.Conclusions: Young females' strong preference for supersized alcopops is concerning given they disproportionately underestimate their potency, relative to males, and are more likely to obtain dangerously high BAC levels from consuming one or two supersized alcopops.

Potential of eye-tracking simulation software for analyzing landscape preferences

Profound knowledge about landscape preferences is of high importance to support decision-making, in particular, in the context of emerging socio-economic developments to foster a sustainable spatial development and the maintenance of attractive landscapes. Eye-tracking experiments are increasingly used to examine how respondents observe landscapes, but such studies are very time-consuming and costly. For the first time, this study explored the potential of using eye-tracking simulation software in a mountain landscape by (1) identifying the type of information that can be obtained through eye-tracking simulation and (2) examining how this information contributes to the explanation of landscape preferences. Based on 78 panoramic landscape photographs, representing major landscape types of the Central European Alps, this study collected 19 indicators describing the characteristics of the hotspots that were identified by the Visual Attention Software by 3M (3M-VAS). Indicators included quantitative and spatial information (e.g., number of hotspots, probabilities of initially viewing the hotspots) as well variables indicating natural and artificial features within the hotspots (e.g., clouds, lighting conditions, natural and anthropogenic features). In addition, we estimated 18 variables describing the photo content and calculated 12 landscape metrics to quantify spatial patterns. Our results indicate that on average 3.3 hotspots were identified per photograph, mostly containing single trees and tree trunks, buildings and horizon transitions. Using backward stepwise linear regression models, the hotspot indicators increased the model explanatory power by 24%. Thus, our findings indicate that the analysis of eye-tracking hotspots can support the identification of important elements and areas of a landscape, but it is limited in explaining preferences across different landscape types. Future research should therefore focus on specific landscape characteristics such as complexity, structure or visual appearance of specific elements to increase the depth of information obtained from eye-tracking simulation software.

On-the-Pack Voluntary Well-Being Messaging for Milks Targeting Chinese Older Adults: A Content Analysis

China is experiencing severe population aging. Given that milks targeting older adults are one of the most popular foods designed for Chinese older adults (COA), this study investigated on-the-pack (OTP) voluntary well-being messaging (VWM, ways of communicating a product's broad well-being benefits through information on food content or statements linked to favourable components, functions, or well-being outcomes) for milk targeting COA. Over 200 products identified from two sources (JD.com and Mintel's global new products database), were analysed for type, content, and VWM frequency for different brand origins and milk sources of various animal species, nutrition claim regulation compliance and alignment with nutrition facts. The results suggested: (1) different brand origins (domestic vs. international) and milk source (cow vs. goat) highlighted different well-being aspects of products, (2) three products failed to comply with government regulations made for nutrition labelling of pre-packed foods (GB 28050-2011), but (3) excepting fat, all 'contains' claims and most 'high' claims did not reflect significantly greater levels of nutrients, compared to products with no claims. The findings create a comprehensive picture of OTP VWM for milks targeting older adults in China, providing useful information for consumer, domestic, and international dairy industries, and policymakers.

Validation of a Saliency Map for Assessing Image Quality in Nuclear Medicine: Experimental Study Outcomes

Recently, the use of saliency maps to evaluate the image quality of nuclear medicine images has been reported. However, that study only compared qualitative visual evaluations and did not perform a quantitative assessment. The study’s aim was to demonstrate the possibility of using saliency maps (calculated from intensity and flicker) to assess nuclear medicine image quality by comparison with the evaluator’s gaze data obtained from an eye-tracking device. We created 972 positron emission tomography images by changing the position of the hot sphere, imaging time, and number of iterations in the iterative reconstructions. Pearson’s correlation coefficient between the saliency map calculated from each image and the evaluator’s gaze data during image presentation was calculated. A strong correlation (r ≥ 0.94) was observed between the saliency map (intensity) and the evaluator’s gaze data. This trend was also observed in images obtained from a clinical device. For short acquisition times, the gaze to the hot sphere position was higher for images with fewer iterations during the iterative reconstruction. However, no differences in iterations were found when the acquisition time increased. Saliency by flicker could be applied to clinical images without preprocessing, although compared with the gaze image, it increased slowly.

E-Senses, Panel Tests and Wearable Sensors: A Teamwork for Food Quality Assessment and Prediction of Consumer’s Choices

At present, food quality is of utmost importance, not only to comply with commercial regulations, but also to meet the expectations of consumers; this aspect includes sensory features capable of triggering emotions through the citizen’s perception. To date, key parameters for food quality assessment have been sought through analytical methods alone or in combination with a panel test, but the evaluation of panelists’ reactions via psychophysiological markers is now becoming increasingly popular. As such, the present review investigates recent applications of traditional and novel methods to the specific field. These include electronic senses (e-nose, e-tongue, and e-eye), sensory analysis, and wearables for emotion recognition. Given the advantages and limitations highlighted throughout the review for each approach (both traditional and innovative ones), it was possible to conclude that a synergy between traditional and innovative approaches could be the best way to optimally manage the trade-off between the accuracy of the information and feasibility of the investigation. This evidence could help in better planning future investigations in the field of food sciences, providing more reliable, objective, and unbiased results, but it also has important implications in the field of neuromarketing related to edible compounds.

Willingness to Pay for Healthy Housing During the COVID-19 Pandemic in China: Evidence From Eye-Tracking Experiment

Healthy housing can set its occupants completely in good physical, mental and social conditions, but there is a lack of research in China on the public's willingness to pay (WTP) for healthy housing. From the perspective of cognitive psychology, this study constructs an analytical framework based on the model of "theory of planned behavior" (TPB), the theory of selective information exposure, and the model of "emotions as social information," while exploring the effect mechanism of the online reviews on the public's WTP for healthy housing during COVID-19 pandemic. In combination with eye-tracking experiments and subjective reports, physiological, psychological and behavioral multimodal data on WTP of 65 participants for healthy housing are collected. Partial least squares structural equation modeling (PLS-SEM) is adopted to analyze the formation effect mechanism of the public's WTP for healthy housing. This study acquires the following results: (i) Information attentiveness to online reviews on different valence information of healthy housing as obtained in eye tracking experiments delivers significant effect on attitude, subjective norm (SN) and perceived behavioral control (PBC), but has no direct effect on the public's WTP for healthy housing; (ii) Hypotheses from TPB model are verified. attitude, PBC and SN can all make significant effect on WTP for healthy housing, with attitude showcasing the most prominent effect; and (iii) In terms of the mediating effect, information attentiveness can deliver significant indirect effect on WTP through attitude.

Influence of Label Design and Country of Origin Information in Wines on Consumers' Visual, Sensory, and Emotional Responses

This study aimed to evaluate the influence of origin information on Pinot Noir wine labels using eye-tracking and its associations with purchase intent, and hedonic and subconscious emotional responses. Two studies were carried out on untrained university staff and students aged 20-60 years old. Study 1 was conducted to assess consumers' (n = 55; 55% males, and 45% females) self-reported and subconscious responses towards four design labels (with and without New Zealand origin name/script or origin logo) using eye-tracking and video analysis to evaluate emotions of participants. In study 2, participants (n = 72, 56% males, and 44% females) blind-tasted the same wine sample from different labels while recording their self-reported responses. In study 1, no significant differences were found in fixations between origin name/script and origin logo. However, participants paid more attention to the image and the brand name on the wine labels. In study 2, no significant effects on emotional responses were found with or without the origin name/script or logo. Nonetheless, a multiple factor analysis showed either negative or no associations between the baseline (wine with no label) and the samples showing the different labels, even though the taste of the wine samples was the same, which confirmed an influence of the label on the wine appreciation. Among results from studies 1 and 2, origin information affected the purchase intent and hedonic responses marginally. These findings can be used to design wine labels for e-commerce.

Comparison of Self-Report Questionnaire and Eye Tracking Method in the Visual Preference Study of a Youth–Beverage Model

This study compares the characteristics of a self-report questionnaire (SRQ) and eye tracking (ET) based on a simple human–beverage visual cognition model. The young participants were mainly defined by their gender and body mass index (BMI). The beverage samples consisted of milk, coffee, cup, and coaster. SRQs allow the participants to clearly express their overall cognition of the samples in the form of vocabulary, while ET captures their hidden thinking process. The analysis, using a random forest (RF) classifier, found that participant parameters (gender and BMI) played a more important role for SRQ, while ET was related to beverage parameters (color and shape). This work reiterates that these two methods have their advantages and complement each other in food sensory analysis.

Eye Movement and Pupil Measures: A Review

Our subjective visual experiences involve complex interaction between our eyes, our brain, and the surrounding world. It gives us the sense of sight, color, stereopsis, distance, pattern recognition, motor coordination, and more. The increasing ubiquity of gaze-aware technology brings with it the ability to track gaze and pupil measures with varying degrees of fidelity. With this in mind, a review that considers the various gaze measures becomes increasingly relevant, especially considering our ability to make sense of these signals given different spatio-temporal sampling capacities. In this paper, we selectively review prior work on eye movements and pupil measures. We first describe the main oculomotor events studied in the literature, and their characteristics exploited by different measures. Next, we review various eye movement and pupil measures from prior literature. Finally, we discuss our observations based on applications of these measures, the benefits and practical challenges involving these measures, and our recommendations on future eye-tracking research directions.

Digital Integration and Automated Assessment of Eye-Tracking and Emotional Response Data Using the BioSensory App to Maximize Packaging Label Analysis

New and emerging non-invasive digital tools, such as eye-tracking, facial expression and physiological biometrics, have been implemented to extract more objective sensory responses by panelists from packaging and, specifically, labels. However, integrating these technologies from different company providers and software for data acquisition and analysis makes their practical application difficult for research and the industry. This study proposed a prototype integration between eye tracking and emotional biometrics using the BioSensory computer application for three sample labels: Stevia, Potato chips, and Spaghetti. Multivariate data analyses are presented, showing the integrative analysis approach of the proposed prototype system. Further studies can be conducted with this system and integrating other biometrics available, such as physiological response with heart rate, blood, pressure, and temperature changes analyzed while focusing on different label components or packaging features. By maximizing data extraction from various components of packaging and labels, smart predictive systems can also be implemented, such as machine learning to assess liking and other parameters of interest from the whole package and specific components.