The role of cognitive processes in healthy consumption food products: An eye-tracking technology study

Abstract

This research investigates consumer behavior when selecting snacks and beverages from vending machines in educational settings. The study aims to discern the impact of age on decision-making processes, perceptions, and memory factors related to product choices. Three experiments involved eye-tracking technology to monitor visual attention and a questionnaire to gather additional insights. The experiments analyzed the number of fixations, perceptions, overall product impressions, and memory influence. The sample comprised 90 adults aged 18 to 65 from the Pontificia Universidad Javeriana Cali. This sample includes a population distribution of 60% women and 40% men. Additionally, the socioeconomic distribution across economic levels was reported as follows: 40% falling within levels 1, 2, and 3, and 10% within levels 4, 5, and 6. The experiments revealed age-related differences in consumer behavior. Older individuals placed greater emphasis on healthier beverages, whereas young-adult individuals favored healthier snacks. Perception differences existed between age groups for beverages and snacks. Young-adult participants exhibited stronger positive perceptions of somewhat healthy options. Memory influenced choices, with young-adult participants relying more on memory cues. The findings provide valuable insights for tailoring marketing strategies and enhancing public policy initiatives to promote healthier vending machine choices.