The Role of Visual Attention and Quality Cues in Consumer Purchase Decisions for Fresh and Cooked Beef: An Eye-Tracking Study
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...
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MDPI AG
2025-06-01
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| Series: | Applied Sciences |
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| Online Access: | https://www.mdpi.com/2076-3417/15/13/7360 |
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| author | Bruna Alves Malheiros Eduardo Eugênio Spers Carmen Josefina Contreras Castillo Carolina Naves Aroeira Lilian Maluf de Lima |
| author_facet | Bruna Alves Malheiros Eduardo Eugênio Spers Carmen Josefina Contreras Castillo Carolina Naves Aroeira Lilian Maluf de Lima |
| author_sort | Bruna Alves Malheiros |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-c5a1acdbfa6f46efacb5e430fa2b17a7 |
| institution | Matheson Library |
| issn | 2076-3417 |
| language | English |
| publishDate | 2025-06-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Applied Sciences |
| spelling | doaj-art-c5a1acdbfa6f46efacb5e430fa2b17a72025-07-11T14:36:27ZengMDPI AGApplied Sciences2076-34172025-06-011513736010.3390/app15137360The Role of Visual Attention and Quality Cues in Consumer Purchase Decisions for Fresh and Cooked Beef: An Eye-Tracking StudyBruna Alves Malheiros0Eduardo Eugênio Spers1Carmen Josefina Contreras Castillo2Carolina Naves Aroeira3Lilian Maluf de Lima4Symrise, Descalvado 13690-000, SP, BrazilDepartment Economics, Administration and Sociology (LES), Luiz de Queiroz College of Agriculture (ESALQ), University of São Paulo (USP), Piracicaba 13418-900, SP, BrazilDepartment of Food Science and Technology, Luiz de Queiroz College of Agriculture (ESALQ), University of São Paulo (USP), Piracicaba 13418-900, SP, BrazilAgroProx, Avenida Limeira, Areião, Piracicaba 13414-018, SP, BrazilPecege Institute, Piracicaba 13414-157, SP, BrazilThis 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.https://www.mdpi.com/2076-3417/15/13/7360eye trackingvisual attentionvisual cuesmeatconsumer behavior |
| spellingShingle | Bruna Alves Malheiros Eduardo Eugênio Spers Carmen Josefina Contreras Castillo Carolina Naves Aroeira Lilian Maluf de Lima The Role of Visual Attention and Quality Cues in Consumer Purchase Decisions for Fresh and Cooked Beef: An Eye-Tracking Study Applied Sciences eye tracking visual attention visual cues meat consumer behavior |
| title | The Role of Visual Attention and Quality Cues in Consumer Purchase Decisions for Fresh and Cooked Beef: An Eye-Tracking Study |
| title_full | The Role of Visual Attention and Quality Cues in Consumer Purchase Decisions for Fresh and Cooked Beef: An Eye-Tracking Study |
| title_fullStr | The Role of Visual Attention and Quality Cues in Consumer Purchase Decisions for Fresh and Cooked Beef: An Eye-Tracking Study |
| title_full_unstemmed | The Role of Visual Attention and Quality Cues in Consumer Purchase Decisions for Fresh and Cooked Beef: An Eye-Tracking Study |
| title_short | The Role of Visual Attention and Quality Cues in Consumer Purchase Decisions for Fresh and Cooked Beef: An Eye-Tracking Study |
| title_sort | role of visual attention and quality cues in consumer purchase decisions for fresh and cooked beef an eye tracking study |
| topic | eye tracking visual attention visual cues meat consumer behavior |
| url | https://www.mdpi.com/2076-3417/15/13/7360 |
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