FOOD STIMULI AND GENDER

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complementary, and the interaction between these two mechanisms has been discussed
(Einhäuser, Kruse, Hoffmann, & König, 2006). Attention may also play an active a role in
preference formation and be used as a link to conscious choice (Shimojo, Simion, Shimojo,
& Scheier, 2003). This effect has been validated in decision trials by dynamically controlling
gaze duration (Glaholt, Wu, & Reingold, 2010).
Eye movement measurement, such as eye-tracking technology, is seen as a direct
method to measure visual attention and attentional bias related to food stimuli. Eye
movements are recorded as participants are exposed to visual stimuli (Doolan, Breslin,
Hanna, & Gallagher, 2015; Orquin & Mueller Loose, 2013). One main measurement is the
duration of total fixation (the total time a participant fixates on an area of interest) (Tobii
AB Technology, 2015). This measure has been seen as being influenced by decision-making
goals and preference formation (Orquin & Mueller Loose, 2013; Shimojo et al., 2003; van
der Laan, Hooge, de Ridder, Viergever, & Smeets, 2015). Though some evidence suggests
that fixation has an effect on the process of decision making, this correlation should be made
with care (Krajbich, Armel, & Rangel, 2010). Eye tracking has been proven to be successful
in studying how consumers perceive the quality of foods. The eye-tracking technique also
promises more insights into human behavior, allowing the study of underlying components
of attention and decision making (Mitterer-Daltoé, Queiroz, Fiszman, & Varela, 2014).
In the literature, two mechanisms are described as being responsible for stimulus
attention: \ automatic and controlled processes. The automatic process is a fast and
unconscious process. The controlled process is slower than the automatic process and not
necessarily conscious (Leven & Leven, 1991). Some separate these two mechanisms, also
seen as initial and maintained attention, in terms of time. Some propose that the first 80-100
ms are initial attention, but others see initial attention as time up to 500 ms (Doolan et al.,