Eye-tracking test design influences the relationship between gazing behaviour and evaluation decision
Article Category: Research Article
Online veröffentlicht: 09. März 2018
Seitenbereich: 261 - 270
Eingereicht: 27. Nov. 2017
Akzeptiert: 24. Jan. 2018
DOI: https://doi.org/10.1515/boku-2017-0021
Schlüsselwörter
© 2017 Thi Minh Hang Vu, Viet Phu Tu, Klaus Duerrschmid
This article is distributed under the terms of the Creative Commons Attribution Non-Commercial License, which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.
Figure 1
Figure 2a, b, c, d
Figure 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)
| Tested factors | Fixation duration | Fixation count | Visit duration | |||
|---|---|---|---|---|---|---|
| F-value | p-value | F-value | p-value | F-value | p-value | |
| Type of evaluation | 1.118 | 0.380 indicates no significant effect at p>0.1 | 0.710 | 0.565 indicates no significant effect at p>0.1 | 0.764 | 0.536 indicates no significant effect at p>0.1 |
| Question content | 2.427 | 0.116 indicates no significant effect at p>0.1 | 1.117 | 0.381 indicates no significant effect at p>0.1 | 1.911 | 0.182 indicates no significant effect at p>0.1 |
p-values of the chi-squared (χ2) test of independence between gazing behaviour and consumer’s choicesTabelle 5. p-Werte des Chi-Quadrat-Test (χ2) auf Unabhangigkeit bzgl. Blickverhalten und Auswahl durch die KonsumentInnen
| Gazing parameters | Group of Deliciousness | Group of Healthiness | Group of Price | Group of Familiarity |
|---|---|---|---|---|
| Fixation Duration | 9.726E-08 | 7.551E-02 | 0.3050 indicates no significant effect at p>0.1 | 4.895E-08 |
| Fixation Counts | 9.193E-07 | 6.939E-03 | 0.4070 indicates no significant effect at p>0.1 | 1.613E-03 |
| Visit Duration | 9.701E-07 | 6.888E-04 | 0.3050 indicates no significant effect at p>0.1 | 3.523E-08 |
p-values of the one-way ANOVA between gazing behaviour and consumer’s ranking scores or consumer’ rating pointsTabelle 4. p-Werte der Einfaktoriellen ANOVA bzgl. Blickverhalten und Ranking bzw. Bewertung durch die KonsumentInnen
| Gazing parameters | Group of Maximum choice p-values of the chi-square ( | Group of Minimum choice p-values of the chi-square ( | Group of Ranking p-values of the one-way ANOVA between gazing behaviour and consumer’s ranking scores or rating points. | Group of Rating p-values of the one-way ANOVA between gazing behaviour and consumer’s ranking scores or rating points. |
|---|---|---|---|---|
| Fixation Duration | 3.452E-09 | 0.0116 | 0.8499 indicates no significant effect at p>0.1 | 0.8499 indicates no significant effect at p>0.1 |
| Fixation Counts | 7.131E-07 | 0.0139 | 0.4730 indicates no significant effect at p>0.1 | 0.4730 indicates no significant effect at p>0.1 |
| Visit Duration | 1.983E-08 | 0.0075 | 0.9745 indicates no significant effect at p>0.1 | 0.9745 indicates no significant effect at p>0.1 |
Experimental designTabelle 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? | ||
Food images used in the studyTabelle 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 |