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5.4 Further Research
Preferences do not have a linear relationship with food choices (Wądołowska,
Babicz-Zielińska, & Czarnocińska, 2008). Preferences are only one of the main factors that
influence food choices, and preferences are also influenced by other factors such as visual
cues. Further studies using eye-tracking methodology in real supermarket settings could help
to create better understanding of the relationship between preferences and the actual food
bought as well as the implications of visual cues. Visual cues could be of importance, as
sensory attributes play a major role in food choices (Wądołowska et al., 2008). Gender
differences in buying behavior could also be better explained by research in a more real-life
setting.