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Open AccessArticle

Investigating Consumer Preferences for Production Process Labeling Using Visual Attention Data

1
Mid-Florida Research and Education Center, University of Florida, Apopka, FL 32703, USA
2
Food and Resource Economics Department and Mid-Florida Research and Education Center, University of Florida, Gainesville, FL 32611, USA
*
Author to whom correspondence should be addressed.
Behav. Sci. 2019, 9(7), 71; https://doi.org/10.3390/bs9070071
Received: 1 June 2019 / Revised: 22 June 2019 / Accepted: 24 June 2019 / Published: 1 July 2019
(This article belongs to the Special Issue Consumer Neurosciences)
A second-price auction with eye movement recordings was used to investigate consumer preferences for labels disclosing the presence and absence of specific types of insecticides and to explore the relationship between visual attention and consumer purchasing behaviors. Findings contribute to the literature in the following ways. First, visual attention pattern was endogenously determined by personal knowledge and pollinator conservation activities. Less knowledgeable or less engaged participants fixated more and for longer durations on the product as a whole rather than other information. Secondly, the first and last gaze cascade effect was confirmed by identifying a significant negative impact of participants’ first and last gaze visits on neonicotinoid labels on their bid values. Third, new evidence was added to the existing literature that the link between visual attention and consumer valuation and preference may be weak. Our results suggest that visual attention could provide useful information toward understanding participants’ bidding behaviors; however, evidence indicates that visual attention measures may not be directly linked with decision making. View Full-Text
Keywords: visual fixations; total visit duration; visual fixation duration; neonicotinoid labels; second-price auctions; gaze cascade effect visual fixations; total visit duration; visual fixation duration; neonicotinoid labels; second-price auctions; gaze cascade effect
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Wei, X.; Khachatryan, H.; Rihn, A.L. Investigating Consumer Preferences for Production Process Labeling Using Visual Attention Data. Behav. Sci. 2019, 9, 71.

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