Methods measuring brain and behaviour - physiological including eye tracking

Question

What is meant by attention when we talk about purchasing food?

Answer 1

Attention is the degree to which consumers focus on specific stimuli within their range of exposure

Alertness is initial step (feeling aroused)

Answer 2

Goal-driven attention (top-down): focus is constantly shifted to look for a known target in a visual scene. Depends on motivation >> psychological feature that arouses organism to action towards desired goal)

Stimulus driven attention: bottom-up guided to images that stand out from the background

Answer 3

Selective attention is when processing is restricted to a subset of possible stimuli.

Inattential blindness, failing to perceive a clearly visible and salient unexpected object or event in one's environment when engaged to a task

Answer 4

A measurement in which consumers are asked to indicate whether or how often they look for nutrition information

In form of interview; survey; example quetions

Think aloud protocols

Answer 5

Over reporting: because of social desirability/inability to correctly assess this; you have to turn and rotate package: rely on memory

Answer 6

Participants choose from systematically varied choice situations in which the presence or absence of information is manipulated
Attention processes are inferred from decision outcome

Answer 7

Long history in more fundamental psychological research. It is a experimental tool relying on speed (response time) and accuracy (% of correct answers) with which individuals can detect relevant information within visual field

Answer 8

A technique used to determine eye movements and eye-fixation patterns of individuals

Reflection of very low levels of infra red light from the camera into the eye.

Camera then records where the eye is looking and for how long