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Journal of Agricultural & Food Industrial Organization

Ed. by Azzam, Azzeddine

CiteScore 2017: 0.76

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Visual Attention and Choice: A Behavioral Economics Perspective on Food Decisions

Carola Grebitus
  • Corresponding author
  • Morrison School of Agribusiness, W. P. Carey School of Business, Arizona State University, 7231 E. Sonoran Arroyo Mall, San Tan 235F Mesa, AZ 85212, USA
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/ Jutta Roosen
  • Chair of Marketing and Consumer Research, Technische Universität München, Alte Akademie 16, 85350 Freising, Germany
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/ Carolin Claudia Seitz
  • Chair of Marketing and Consumer Research, Technische Universität München, Alte Akademie 16, 85350 Freising, Germany
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Published Online: 2015-11-19 | DOI: https://doi.org/10.1515/jafio-2015-0017


Food decisions receive a lot of attention from multiple disciplines. In this context, choice experiments are often used to determine consumers’ preferences and willingness to pay for food product attributes. The design of choice experiments and its influence on measurement of consumer choices has received great consideration. This study analyzes the influence of visual attention on the final choice by combining choice experiments with eye tracking. Furthermore, the role of attention on more or less complex choices is investigated by using two treatments with three-attribute and five-attribute designs. We find that visual attention affects decision making of the average individual but there is heterogeneity in behavior present as to how much attention influences choice. Furthermore, results show that visual attention predicts choice more in the choice experiment with the three-attribute design than in the choice experiment with the five-attribute design.

Keywords: bias; choice experiments; complexity; eye tracking; information


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About the article

Published Online: 2015-11-19

Published in Print: 2015-01-01

Citation Information: Journal of Agricultural & Food Industrial Organization, Volume 13, Issue 1, Pages 73–81, ISSN (Online) 1542-0485, ISSN (Print) 2194-5896, DOI: https://doi.org/10.1515/jafio-2015-0017.

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