FOOD STIMULI AND GENDER

II

Table of Contents
Abstract ................................................................................................................................... I
Table of Contents ................................................................................................................ II
List of Figures ...................................................................................................................... IV
List of Tables ........................................................................................................................ V
1

Introduction .................................................................................................................... 1

2

Theoretical Framework .................................................................................................. 3
2.1 Decision Theory and Human Behavior ....................................................................... 3
2.1.1 Food Choice and Human Behavior ....................................................................... 6
2.1.2 Eating Behavior and Gender ................................................................................. 8
2.1.3 Stimuli and Behavioral Response ....................................................................... 11
2.2 Eye Movements, Attention, and Preference .............................................................. 13
2.2.1 The Human Eye ................................................................................................... 13
2.2.2 Eye movements ................................................................................................... 14
2.2.3 Attention and preferences.................................................................................... 15
2.3 Healthy and Unhealthy .............................................................................................. 17

3

Experimental Design .................................................................................................... 20
3.1 Stimuli ........................................................................................................................ 20
3.2 Data collection ........................................................................................................... 25
3.2.1 Eye Tracking.................................................................................................... 25
3.2.2 Questionnaires ................................................................................................. 26
3.3 Subjects ...................................................................................................................... 29
3.4 Experimental Procedure ............................................................................................. 30
3.5 Data Analysis ............................................................................................................. 32
3.5.1 Areas of Interest: Defining and Position ............................................................. 32
3.5.2 Coding Procedure and Validation ....................................................................... 33
3.5.3 Data Preparation and Data Analysis.................................................................... 33

4

Results .......................................................................................................................... 37
4.1 Participants................................................................................................................. 37
4.2 Eye-tracking Data ...................................................................................................... 38
4.2.1 Analysis of High and Low-Calorie Groups......................................................... 38
4.2.2 Analysis of Food Groups..................................................................................... 41