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 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.