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Open AccessArticle
The Role of Visual Attention and Quality Cues in Consumer Purchase Decisions for Fresh and Cooked Beef: An Eye-Tracking Study
by
Bruna Alves Malheiros
Bruna Alves Malheiros
Eduardo Eugênio Spers
Eduardo Eugênio Spers
Eduardo Eugênio Spers is a Full Professor at University of São Paulo, campus Esalq, and of the a a [...]
Eduardo Eugênio Spers is a Full Professor at University of São Paulo, campus Esalq, and Coordinator of the MarkEsalq Marketing Project. They hold a Post-Doctorate from Wageningen University (WUR-Netherlands), a specialization at the International Agro-food Management Institut (IGIA-France), a Doctorate Degree in business administration, an MBA in Marketing, and a Master Degree from the University of São Paulo (USP). They teach marketing in undergraduate and graduate courses. Their research fields include consumer behavior and marketing management applied to food-agribusiness, retail sectors, and business.
,
Carmen Josefina Contreras Castillo
Carmen Josefina Contreras Castillo
Carolina Naves Aroeira
Carolina Naves Aroeira
Carolina Naves Aroeira received her Level of Degree in Doctorate from the University of São Paulo a [...]
Carolina Naves Aroeira received her Level of Degree in Doctorate from the University of São Paulo in 2019, and is now pursuing a Level of Degree in Doctorate. She holds a Position at Company @Tech - Inovações Tecnológicas para a Agropecuária, as a coordinator of the Poultry Science Department. Her research topics mainly include meat science, growth promoters, meat quality, animal production, livestock, animal nutrition, agribusiness, technology, ingredients, and chromatography.
Lilian Maluf de Lima
Lilian Maluf de Lima
1
Symrise, Descalvado 13690-000, SP, Brazil
2
Department Economics, Administration and Sociology (LES), Luiz de Queiroz College of Agriculture (ESALQ), University of São Paulo (USP), Piracicaba 13418-900, SP, Brazil
3
Department of Food Science and Technology, Luiz de Queiroz College of Agriculture (ESALQ), University of São Paulo (USP), Piracicaba 13418-900, SP, Brazil
4
AgroProx, Avenida Limeira, Areião, Piracicaba 13414-018, SP, Brazil
5
Pecege Institute, Piracicaba 13414-157, SP, Brazil
*
Author to whom correspondence should be addressed.
Appl. Sci. 2025, 15(13), 7360; https://doi.org/10.3390/app15137360 (registering DOI)
Submission received: 30 April 2025
/
Revised: 12 June 2025
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Accepted: 17 June 2025
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Published: 30 June 2025
Abstract
This study analyzes Brazilian consumer behavior regarding quality and visual cues in fresh red meat and cooked beef. Using eye tracking to collect visual attention metrics and psychological scales to assess food behavior, the research examines how visual attention to beef attributes impacts product choice. A discrete choice method combined nine hypothetical products with varied attributes. Results showed that consumers display different visual behaviors toward cues, influencing their probability of choosing a product. For fresh beef, color was the most significant factor, especially bright red and brown hues. Color influenced both the time to first fixation and total fixation time, while breed also affected total fixation time. Dark-red color and unspecified breed information increased the purchase probability, while Nellore breed and brown color decreased it. Total fixation numbers were significantly impacted by color, breed, marbling, and price. In cooked beef, tenderness, price, and flavor were key visual cues. Tenderness and flavor influenced the time to first fixation, whereas price and flavor impacted the number of fixations. This research contributes to understanding visual cues and attention in food choices, suggesting strategies for enhancing beef labeling and communication to better inform Brazilian consumers.
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MDPI and ACS Style
Malheiros, B.A.; Spers, E.E.; Contreras Castillo, C.J.; Aroeira, C.N.; de Lima, L.M.
The Role of Visual Attention and Quality Cues in Consumer Purchase Decisions for Fresh and Cooked Beef: An Eye-Tracking Study. Appl. Sci. 2025, 15, 7360.
https://doi.org/10.3390/app15137360
AMA Style
Malheiros BA, Spers EE, Contreras Castillo CJ, Aroeira CN, de Lima LM.
The Role of Visual Attention and Quality Cues in Consumer Purchase Decisions for Fresh and Cooked Beef: An Eye-Tracking Study. Applied Sciences. 2025; 15(13):7360.
https://doi.org/10.3390/app15137360
Chicago/Turabian Style
Malheiros, Bruna Alves, Eduardo Eugênio Spers, Carmen Josefina Contreras Castillo, Carolina Naves Aroeira, and Lilian Maluf de Lima.
2025. "The Role of Visual Attention and Quality Cues in Consumer Purchase Decisions for Fresh and Cooked Beef: An Eye-Tracking Study" Applied Sciences 15, no. 13: 7360.
https://doi.org/10.3390/app15137360
APA Style
Malheiros, B. A., Spers, E. E., Contreras Castillo, C. J., Aroeira, C. N., & de Lima, L. M.
(2025). The Role of Visual Attention and Quality Cues in Consumer Purchase Decisions for Fresh and Cooked Beef: An Eye-Tracking Study. Applied Sciences, 15(13), 7360.
https://doi.org/10.3390/app15137360
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