Ernährungspsychologie: Der Einfluss der Anordnung verschiedener Lebensmittel auf die Aufmerksamkeit von Kunden: Eine experimentelle Augenbewegungs-Studie    [30.07.17]

People are exposed to many food stimuli every day, which impacts purchase as well as dietary behavior. Substantial research has been conducted in the area of visual attention to different food cues to better understand coherences in visual attention to food stimuli, linked cognitive processes and decision making. However, the possible influence of the presentation of different types of food cues has often been ignored. The main aim of the study was to address the effect of different types of food stimuli varying in calories and convenience onto visual attention. Participants (N= 50) were invited in a free exploration task to view a series of food pictures displayed on the wall via a projector while wearing a mobile eye-tracking device. A sequence of 30 picture trials was presented for 3000ms showing a random side-by-side presentation of high and low calorie food pictures. Eye movements were recorded at 50 Hz. Attention was measured by fixation duration, fixation counts, and visit counts. T-tests and repeated measures ANOVAs were used to compare the different types of food stimuli presented. The results showed that especially cut up, ready-to-eat low calorie food tended to arouse people’s visual attention compared to unprepared low calorie food and both savory and sweet high calorie food. Furthermore, men paid more attention to high calorie and women more attention to low calorie food cues. The findings suggest that people’s attention varies depending on the type of food stimuli presented. Men and women appear to focus their attention on different types of food stimuli. Implications can be seen for food marketing and health care promotion campaigns.