The eyes never lie

摘要

Ninety-five percent of human decision-making occurs on a subconscious level. When consumers enter a retail setting, they are heavily influenced by factors that do not enter their conscious realm of thought. Common sensory practices capture consumer perception through hedonic scale measurements used for in-home and central location tests. These sensory tests are designed to understand conscious thoughts from consumers but may fail to capture deeper influences from the subconscious. To capture the subconscious impact on decisionmaking, eye tracking has been used in several research fields. The objective of this study was to apply eye-tracking methodology in combination with traditional self-reported measures to further understand consumer perception of beef color and marbling.