Correlations between value-based segmentation and eye movements during a food choice task: Case study with breads
Author: Attila Gere, Richárd Székely, Zoltán Kókai, László Sipos
Connections between eye-movements and self-reported values were analyzed in this study. Cluster analysis of self-reported values of 140 participants was performed using internal cluster validity measures and the obtained optimal number of clusters was six. Differences between clusters were found in decision times where eco-rationalists, who rated true friendship, comfortable life, environment and energy conscious life and economical living as highly important, needed more time to choose one from the three bread alternatives. These results were strengthened by the analysis of the eye-tracking variables which showed that members of the eco-rationalist and family-oriented clusters spent more time to gaze at the stimuli. Our results confirmed that there is a significant link between the self-reported values and eyemovements; hence it is advisable to split the participants into groups according to their self-reported values prior to eye-tracking in order to avoid false conclusions.
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