Visual attention towards food during unplanned purchases – A pilot study using mobile eye tracking technology

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.