Table 1
Food images used in the study
Tabelle 1. Bilder der in der Studie verwendeten Speisen
| Stimulus | Set of food images |
|---|---|
| Experiment 1: Type of evaluation | Vegetables - Tubers - Legumes - Fruits |
| Experiment 2: Question content | Fast food - Home food - Restaurant food - Processed food |
Table 2
Experimental design
Tabelle 2. Versuchsdesign
| Tested Factors | Type of evaluation | Content of question | Questions | |
|---|---|---|---|---|
| Gr1 | Maximum choice | What is the healthiest food for you? | ||
| Gr2 | Minimum choice | What is the least healthy food for you? | ||
| Exp1. | Gr3 | Ranking | Healthiness | Rank the healthiness of products, please |
| Gr4 | Rating | Rate the healthiness of products from 1 (very unhealthy) to 10 (very healthy), please | ||
| Gr1 | Deliciousness | What is the most delicious food for you? | ||
| Exp2. | Gr2 | Maximum choice | Healthiness | What is the healthiest food for you? |
| Gr3 | Price | What is the cheapest food for you? | ||
| Gr4 | Familiarity | What is the most familiar food for you? | ||
Figure 1
Workflow of the choosing, ranking, and rating task
Abbildung 1. Ablauf der Auswahl-, Ranking- und Bewertungsaufgaben
Figure 2a, b, c, d
Relationship between gazing behaviour (fixation duration, fixation counts, visit duration) and consumers’ decision-making. Groups differ by Type of evaluation. (∗∗∗p ≤ 0.01, ∗∗p ≤ 0.05, ∗p ≤ 0.1, ns no significant effect at p > 0.1)
Abbildung 2. Beziehung zwischen dem Blickverhalten (Fixierungsdauer, Fixierungsanzahl, Besuchsdauer) und der Entscheidungsfindung der Konsumentinnen. Gruppen unterscheiden sich nach Art der Bewertung.
Table 3
F- and p-values from the ANOVA performed for the effect of AOIs (food images)
Tabelle 3. F- und p-Werte der ANOVA bzgl. Wirkung von AOIs (Bilder der Speisen)
Table 4
p-values of the one-way ANOVA between gazing behaviour and consumer’s ranking scores or consumer’ rating points
Tabelle 4. p-Werte der Einfaktoriellen ANOVA bzgl. Blickverhalten und Ranking bzw. Bewertung durch die KonsumentInnen
| Gazing parameters | Group of Maximum choice1 | Group of Minimum choice1 | Group of Ranking2 | Group of Rating2 |
|---|---|---|---|---|
| Fixation Duration | 3.452E-09 | 0.0116 | 0.8499ns | 0.8499ns |
| Fixation Counts | 7.131E-07 | 0.0139 | 0.4730ns | 0.4730ns |
| Visit Duration | 1.983E-08 | 0.0075 | 0.9745ns | 0.9745ns |
1 p-values of the chi-square (χ2) test of independence between gazing behaviour and consumer’s choices
1 p-values of the chi-square (χ2) test of independence between gazing behaviour and consumer’s choices
2 p-values of the one-way ANOVA between gazing behaviour and consumer’s ranking scores or rating points.
Figure 3
Relationship between gazing behaviour (fixation duration, fixation counts, visit duration) and the number of choice. Groups differ by Question content. (∗∗∗p ≤ 0.01, ∗∗p ≤ 0.05, ∗p ≤ 0.1, ns no significant effect at p > 0.1)
Abbildung 3. Beziehung zwischen dem Blickverhalten (Fixierungsdauer, Fixierungsanzahl, Besuchsdauer) und der Anzahl der Auswahlmöglichkeiten. Die Gruppen unterscheiden sich durch den Frageninhalt.
Table 5
p-values of the chi-squared (χ2) test of independence between gazing behaviour and consumer’s choices
Tabelle 5. p-Werte des Chi-Quadrat-Test (χ2) auf Unabhangigkeit bzgl. Blickverhalten und Auswahl durch die KonsumentInnen