Capturing consumers' visual attention toward sugar-reduction information – Focusing on sugar-reduced beverages using eye-tracking experiments

Abstract

PurposeThis study analyzed the factors affecting visual attention toward sugar-reduction information (SRI) on sugar-reduced beverages (SRBs) and identified the most optimal SRI type and location using eye-tracking. The eye-tracking results were compared with those of a self-reported questionnaire.Design/methodology/approachAn eye-tracking experiment was conducted on 50 Korean people in their 20s and 30s to analyze implicit responses. Subsequently, a self-reported questionnaire was administered to analyze explicit responses, facilitating the investigation of perceptions, attitudes, preferences, intentions to purchase SRBs, and preferred SRI types and positions.FindingsThe results were as follows. First, personal trait-, state-, and product-related factors were found to affect eye movement in relation to SRI. Second, eye-tracking revealed that SRI types and locations that drew long-lasting fixation and attracted considerable attention were similar to those preferred in the self-reported questionnaire. Therefore, to efficiently convey information on SRBs, SRI should be combined with a graphic, and not merely a word, and placed in the upper-right corner, exhibiting consistency with the results of two previous experiments.Originality/valueThis study specifically focused on considering personal and product-related traits while conducting an eye-tracking experiment to investigate the factors that attract consumers' attention. Furthermore, this study is the first to investigate the use of SRI labels to promote SRB selection. What is significant is that both explicit and implicit responses were assessed and compared via a self-reported survey and eye-tracking experiments for various SRB categories.

Evaluating the Difference in Gaze Patterns for 360° Video-Based and 3D Modeled Virtual Environments

“…While these evaluation methods are established and relevant, they do not provide dynamic feedback regarding users' behavioral responses, speci cally visual attention in VR. Recent advancements in sensing technology allowed eye and head tracking during the use of VR systems, with studies focusing on visual attention (Alghofaili et al 2019;Ahn et al 2023). Furthermore, the data collected from these technologies complement self-reporting measures.…”