This study used an eye-tracking methodology to investigate consumers＇ gazing behavior by focusing on how assessment design influences gazing behavior and decision time. Only one factor of test design was investigated...This study used an eye-tracking methodology to investigate consumers＇ gazing behavior by focusing on how assessment design influences gazing behavior and decision time. Only one factor of test design was investigated and each test contained three images. Eight participants were recruited. This study answered three questions： （1） Does the color of food influence gazing behavior？ （2） Does the color of food influence decision-making？ （3） Is gazing behavior related to decision-making behavior？ The results demonstrated that gazing behavior and decision time have a positive relationship with the image selected. Future research should consider the relationships between eye movements, cognitive goals, and tasks展开更多
文摘This study used an eye-tracking methodology to investigate consumers＇ gazing behavior by focusing on how assessment design influences gazing behavior and decision time. Only one factor of test design was investigated and each test contained three images. Eight participants were recruited. This study answered three questions： （1） Does the color of food influence gazing behavior？ （2） Does the color of food influence decision-making？ （3） Is gazing behavior related to decision-making behavior？ The results demonstrated that gazing behavior and decision time have a positive relationship with the image selected. Future research should consider the relationships between eye movements, cognitive goals, and tasks
