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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
The Influence of the Food Images on Consumers’ Attention by Using the Eye-Tracking Technology
Author(s)
WANG Hui-ya
Full-Text PDF
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DOI:10.17265/2159-5836/2018.04.015
Affiliation(s)
Minghsin University of Science and Technology, Shinchu County; National Taiwan Normal University, Taipei, Taiwan
ABSTRACT
This study used an eye-tracking methodology to investigate consumers’ gazing behavior by focusing on how assessment design influences gazing behavior and decision time. Only one factor of test design was investigated and each test contained three images. Eight participants were recruited. This study answered three questions: (1) Does the color of food influence gazing behavior? (2) Does the color of food influence decision-making? (3) Is gazing behavior related to decision-making behavior? The results demonstrated that gazing behavior and decision time have a positive relationship with the image selected. Future research should consider the relationships between eye movements, cognitive goals, and tasks.
KEYWORDS
eye tracking, gazing behavior, decision time, food image
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References
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Duchowski, A. T. (2003). Eye tracking methodology: Theory and practice. doi:10.1007/978-1-4471-3750-4. London: Springer.
Fiedler, S., & Glockner, A. (2012). The dynamics of decision making in risky choice: An eye-tracking analysis. Front in Psychology. doi: 10.3389/fpsyg.2012.00335.
Graham, R., Hoover, A., Ceballos, N. A., & Komogortsev, O. (2011). Body mass index moderates gaze orienting biases and pupil diameter to high and low calorie food images. Appetite, 56(3), 577-586. http://dx.doi.org/10.1016/j.appet.2011.01.029.
Giel, K. E., Friederich, H., Teufel, M., Hautzinger, M., Enck, P., & Zipfel, S. (2011). Attentional processing of food pictures in individuals with Anorexia Nervosa—An eye-tracking study. Biological Psychiatry, 69(7), 661-667.
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Hendrikse, J. J., Cachia, R. L., Kothe, E. J., McPhie, S., Skouteris, H., & Hayden, M. J. (2015). Attentional biases forfoodcues inoverweight andindividuals withobesity: A systematic review of the literature. Obesity Reviews, 16(5), http://dx.doi.org/10. 1111/obr.12265.
Kang, S,. Chang, D.-S., Jahng, G.-H., Kim, S.-Y., Kim, H. J., Kim, J.-W., Chung, S.-Y., Yang, S.-I., Park, H.-J., Lee, H. J., & Chae, Y. Y. (2012). Individual differences in smoking-related cue reactivity in smokers: An eye-tracking and fMRI study. Progress in Neuro-Psychopharmacology and Biological Psychiatry, 38(2), 285-293.
Hume, D. J., Howells, F. M., Rauch, L., Kroff, J., & Lambert, E. V. (2015). Electrophysiological indices of visual food cue-reactivity. Differences in obese, overweight and normal weight women. Appetite, 85, 126-137. http://dx.doi.org/10. 1016/j.appet.2014.11.012.
Knoblich, G., Ohlsson, S., & Raney, G. E. (2001). Memory & cognition. Retrieved from https://doi.org/10.3758/BF03195762
Orquin, J. L., & Loose, S. M. (2013). Attention and choice: A review on eye movements in decision making. Acta Psychologica, 144(1), 190-206.
Russo, J., & Dosher, B. (1983). Strategies for multiattribute binary choice. Journal of Experimental Psychology: Learning, Memory, and Cognition, 9(4), 676-696.
Takashi, M., & Mackenzie, G. G. (2014). Gaze bias during visual preference judgements: Effects of stimulus category and decision instructions. Visual Cognition, 22(1), 11-29.
Tatler, B. W. et al. (2010). Yarbus, eye movements, and vision. I-Perception, 1(1), 7-27.
Werthmann, J., Jansen, A., & Roefs, A. (2016). Make up your mind about food: A healthy mindset attenuates attention for high-calorie food in restrained eaters. Appetite, 105, 53-59. http://dx.doi.org/10.1016/j.appet.2016.05.005.
Werthmann, J., Roefs, A., Nederkoorn, C., & Jansen, A. (2013). Desire lies in the eyes: Attention bias for chocolate is related to craving and self-endorsed eating permission. Appetite, 70, 81-89. http://dx.doi.org/10.1016/j.appet.2013.06.087.
Werthmann, J., Roefs, A., Nederkoorn, C., Mogg, K., Bradley, B. P., & Jansen, A. (2011). Can(not) take my eyes off it: Attention bias for food in overweight participants. Health Psychology,1-9. http://dx.doi.org/10.1037/a0024291.
Wolz, I., Faqundo, A. B., Treasure, J., & Fernandez-Aranda, F. (2015). The processing of food stimuli in abnormal eating: A systematic review of electrophysiology. European Eating Disorders Review, 23(4), 251-261. http://dx.doi.org/10.1002/erv.2366.
Ares, G., Mawad, F., Giménez, A., & Maiche, A. (2014). Influence of rational and intuitive thinking styles on food choice: Preliminary evidence from an eye-tracking study with yogurt labels. Food Quality and Preference, 31, 28-37.
Bialkova, S., & Trijp, H. (2011). An efficient methodology for assessing attention to and effect of nutrition information displayed front-of-pack. Food Quality and Preference- FOOD QUAL PREFERENCE, 22(6), 592-601.
Bjo¨rn-Erik Roos, Nils-Erik Ande´n, Bengt Werdinius, Effect of drugs on the levels of indole and phenolic acids in the central nervous system, International Journal of Neuropharmacology, Volume 3, Issue 1, 1964, Pages 117-122.
Castelhano, M. S., Mack, M. L., & Henderson, J. M. (2009). Viewing task influences eye movement control during active scene perception. Journal of Vision, 9(3), 6-6.
Christensen-Szalanski, J. J. (1978). Problem solving strategies: A selection mechanism, some implications, and some data. Organizational Behavior and Human Performance, 22(2), 307-323.
Corbetta, M., & Shulman, G. L. (2002). Control of goal-directed and stimulus-driven attention in the brain. Nature Reviews Neuroscience, 3(3), 215-229.
Duchowski, A. T. (2003). Eye tracking methodology: Theory and practice. doi:10.1007/978-1-4471-3750-4. London: Springer.
Fiedler, S., & Glockner, A. (2012). The dynamics of decision making in risky choice: An eye-tracking analysis. Front in Psychology. doi: 10.3389/fpsyg.2012.00335.
Graham, R., Hoover, A., Ceballos, N. A., & Komogortsev, O. (2011). Body mass index moderates gaze orienting biases and pupil diameter to high and low calorie food images. Appetite, 56(3), 577-586. http://dx.doi.org/10.1016/j.appet.2011.01.029.
Giel, K. E., Friederich, H., Teufel, M., Hautzinger, M., Enck, P., & Zipfel, S. (2011). Attentional processing of food pictures in individuals with Anorexia Nervosa—An eye-tracking study. Biological Psychiatry, 69(7), 661-667.
Harris, J. L., Brownell, K. D., & Bargh, J. A. (2009b). The food marketing defense model: Integrating psychological research to protect youth and inform public policy. Social Issues and Policy Review, 3(1), 211-271. http://dx.doi.org/10.1111/j.1751-2409. 2009.01015.x.
Hendrikse, J. J., Cachia, R. L., Kothe, E. J., McPhie, S., Skouteris, H., & Hayden, M. J. (2015). Attentional biases forfoodcues inoverweight andindividuals withobesity: A systematic review of the literature. Obesity Reviews, 16(5), http://dx.doi.org/10. 1111/obr.12265.
Kang, S,. Chang, D.-S., Jahng, G.-H., Kim, S.-Y., Kim, H. J., Kim, J.-W., Chung, S.-Y., Yang, S.-I., Park, H.-J., Lee, H. J., & Chae, Y. Y. (2012). Individual differences in smoking-related cue reactivity in smokers: An eye-tracking and fMRI study. Progress in Neuro-Psychopharmacology and Biological Psychiatry, 38(2), 285-293.
Hume, D. J., Howells, F. M., Rauch, L., Kroff, J., & Lambert, E. V. (2015). Electrophysiological indices of visual food cue-reactivity. Differences in obese, overweight and normal weight women. Appetite, 85, 126-137. http://dx.doi.org/10. 1016/j.appet.2014.11.012.
Knoblich, G., Ohlsson, S., & Raney, G. E. (2001). Memory & cognition. Retrieved from https://doi.org/10.3758/BF03195762
Orquin, J. L., & Loose, S. M. (2013). Attention and choice: A review on eye movements in decision making. Acta Psychologica, 144(1), 190-206.
Russo, J., & Dosher, B. (1983). Strategies for multiattribute binary choice. Journal of Experimental Psychology: Learning, Memory, and Cognition, 9(4), 676-696.
Takashi, M., & Mackenzie, G. G. (2014). Gaze bias during visual preference judgements: Effects of stimulus category and decision instructions. Visual Cognition, 22(1), 11-29.
Tatler, B. W. et al. (2010). Yarbus, eye movements, and vision. I-Perception, 1(1), 7-27.
Werthmann, J., Jansen, A., & Roefs, A. (2016). Make up your mind about food: A healthy mindset attenuates attention for high-calorie food in restrained eaters. Appetite, 105, 53-59. http://dx.doi.org/10.1016/j.appet.2016.05.005.
Werthmann, J., Roefs, A., Nederkoorn, C., & Jansen, A. (2013). Desire lies in the eyes: Attention bias for chocolate is related to craving and self-endorsed eating permission. Appetite, 70, 81-89. http://dx.doi.org/10.1016/j.appet.2013.06.087.
Werthmann, J., Roefs, A., Nederkoorn, C., Mogg, K., Bradley, B. P., & Jansen, A. (2011). Can(not) take my eyes off it: Attention bias for food in overweight participants. Health Psychology,1-9. http://dx.doi.org/10.1037/a0024291.
Wolz, I., Faqundo, A. B., Treasure, J., & Fernandez-Aranda, F. (2015). The processing of food stimuli in abnormal eating: A systematic review of electrophysiology. European Eating Disorders Review, 23(4), 251-261. http://dx.doi.org/10.1002/erv.2366.