Eye-tracking research on sensory and consumer science: A review, pitfalls and future directions

Visual processing is a core cognitive element of sensory and consumer science. Consumers visually attend to food types, packaging, label design, advertisements, supermarket shelves, food menus, and other visible information. During the past decade, sensory and consumer science have used eye tracking to elucidate visual processing by consumers. This review paper summarizes earlier findings in terms of bottom-up (i.e., stimulus-driven) processing such as visual salience, size, and top-down (i.e., goal-driven) processing such as goals, task instructions, task complexity, and emotions. Downstream effects of gaze on choice are also reviewed. Pitfalls and future directions of eye-tracking research on sensory and consumer science are also discussed.

Automated summary

Visual processing is a crucial aspect of sensory and consumer science, with consumers paying attention to various visual stimuli such as food types and packaging. The use of eye tracking has helped researchers understand how consumers process visual information, both in terms of bottom-up stimulus-driven factors and top-down goal-driven factors. The review also highlights the downstream effects of gaze on consumer choice and discusses potential pitfalls and future directions for eye-tracking research in sensory and consumer science.