Attention and Choice: Use of Eye-tracking in choice behavior research for nutritional claims. An empirical evidence of yogurts in Spain

Abstract

Nutritional claims (NCs) are tools that help consumers make healthier choices. The European Commission recommends these tools as an effective way to fight obesity in a bio-economic context. The aim of this study is to explore the importance that Spanish consumers attach to NCs in yoghurts combining visual attention and choice decision. A total number of 100 consumers stratified by age, gender and educational level completed the final experiment in Zaragoza-Spain. An eye-tracking technique was integrated in the choice decision to measure visual attention paid to different alternatives of yogurts with NCs. Preference ranking results indicated that consumers gave more attention on fat-free, low in sugar and yogurts with source of vitamin B6. Actual choices had also a direct relation between the attention (total fixation time) spent. These findings suggest that total fixation duration can be interpreted as a direct proxy for actual choices.