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

Cookie cravings - Examining the impact of sugar content information on Christmas treat preferences via mobile eye-tracking

BACKGROUND

Diets high in added sugar can promote the development of overweight. Especially during the Holiday season, when high-sugar food is abundant, people overeat and gain more weight than during other times of the year. The present study with mobile eye-tracking glasses (Pupil Labs Invisible) investigated how sugar content information affects food preference (liking/wanting) and visual attention (where and how long one is looking) in a buffet-like situation.

METHODS

Fifty-eight participants who were well acquainted with the local Christmas traditions and foods (38 female, 19 male, one diverse; mean age = 25 years, SD = 6.3 years; mean body mass index = 22.2 kg/m2, SD = 3.2 kg/m2) were presented with four cookies and two non-food items (wrapped presents) in a free viewing task. Two of the displayed cookies were 'Christmas cookies' (cookies that are traditionally eaten only during the Holiday season) and two cookies had no Christmas association. The cookies were either labeled as cookies made with or without sugar, resulting in a 3 (Category: cookies with sugar, cookies without sugar, non-food) by 2 (Christmas association: yes, no) repeated-measures design.

RESULTS

Analyses of variance indicated that participants reported higher wanting and liking for cookies with sugar, particularly Christmas cookies (interaction effect for wanting: p = .047, ηp2 = .059; interaction effect for liking: p = .017, ηp2 = .084). Sugar-free cookies were fixated more often (p = .028; d = 0.35) and shorter (p < .001; d = 0.64) than sugar cookies.

CONCLUSION

Assuming that cookies are sugar-free reduced the reported preference for this product, which was associated with a more detail-oriented (critical) viewing pattern. The study's findings have potential implications for public health and can aid in developing targeted interventions to promote healthier food choices during festive periods. The new strategies should not focus on the sugar content of foods.

Sadness-associated eating styles and visual food cue reactivity: An eye-tracking investigation

BACKGROUND

Emotional eating has been associated with biases of attention and memory for visual food cues. This eye-tracking study investigated whether the tendency to overeat in response to sadness is associated with the inspection and recall of visual food cues.

METHOD

Participants (n = 115, mean age = 26 years, 70 females, 45 males) viewed images depicting food and non-food. We compared gaze duration, 'hyperscanning' parameters (fixation duration, saccadic angle, scan path length), and recall performance between different image categories (high-calorie, low-calorie food, non-food) and groups with different sadness-associated eating styles (increased, decreased, unchanged food consumption during states of sadness).

RESULTS

The group with sadness-related overeating reported a higher body mass index than the other groups, but neither displayed a visual attention bias nor memory bias for food cues. We observed a prolonged gaze duration for low-calorie food cues, which were rated as more appetizing than high-calorie cues. All participants recalled more food cues (low- and high-calorie) than non-food cues independent of gaze duration.

CONCLUSION

This study expanded previous research designs by groups that decrease vs. increase the amount eaten when feeling sad, and food/non-food images that were carefully matched for visual properties. Based on this approach, we were not able to show that self-disclosed sadness eating is associated with visual/memory biases for food images.

New Consumer Research Technology for Food Behaviour: Overview and Validity

BACKGROUND

the last decade has witnessed an explosion of new consumer behaviour research technology, and new methods are published almost monthly. To what extent are these methods applicable in the specific area of food consumer science, and if they are, are they any good?

METHODS

in this paper, we attempt to give an overview of the developments in this area. We distinguish between ('input') methods needed to shape the measurement context a consumer is brought in, e.g., by means of 'immersive' methods, and ('output') methods that perform measurements proper. Concerning the latter, we distinguish between methods focusing on neuro-science, on psychology, and on behaviour. In addition, we suggest a way to assess the validity of the methods, based on psychological theory, concerning biases resulting from consumer awareness of a measurement situation. The methods are evaluated on three summarising validity criteria; conclusions: the conclusion is that behavioural measures generally appear more valid than psychological or neuro-scientific methods. The main conclusion is that validity of a method should never be taken for granted, and it should be always be assessed in the context of the research question.