1 Department of Management - MAPP - Centre for Research on Value Creation in the Food Sector, Department of Management, Aarhus BSS, Aarhus University2 Department of Management, Aarhus BSS, Aarhus University3 University of Twente4 Department of Economics and Business Economics, Aarhus BSS, Aarhus University5 Department of Management, Aarhus BSS, Aarhus University6 Department of Economics and Business Economics, Aarhus BSS, Aarhus University
Eye-tracking methodology will soon be mature enough to become a standard tool in consumer science. The workshop will begin with a short overview of the perceptual and attention processes that can be measured by eye-tracking. The available hardware and software will be compared, and typical experimental designs will be discussed that can be recommended for eye-tracking studies in consumer science. The application potential will then be demonstrated in four case presentations, focusing on different product categories (from dairy products to alcoholic beverages), measurement contexts (laboratory versus point of purchase) and study goals (appearance studies, package design, identification of food choice motives). Furthermore, the presentations will discuss how different components of attention can be distinguished based on eye-tracking data (stimulus-driven versus task-driven processes) and how the explanatory power of eye-tracking studies can be boosted by combining eye-tracking with other methodologies (shelf simulations, choice experiments, neuroimaging techniques). The workshop will conclude with an open discussion in which participants can consult the presenters on the applicability of eye-tracking methods in their own research.