Consumer Attention Research on Perceiving Information on Meat Product Labels: Eye-Tracking Study on a Sample of University Students

Despite the growing interest in eye-tracking research in Slovakia across various domains, a minimum number of research publications, for instance, recorded in the Web of Science, were observed. Even less research is focused on food. Although the sample is limited to university students in Slovakia, it contributes the authors' perspective on the issue and provides an impulse for further research. The respondents were recruited based on their availability for laboratory measurements. Participants were informed about research ethics and signed informed consent. They also completed several questions on a Likert scale. For analysis, a software iMotions® Eye-tracking Solution to track eye movement across the screen was used. The study involved 49 participants. Both correlational and differential analysis using heat map and graph visualization were employed. Understanding consumer attention is crucial in food marketing. It is essential for marketers to determine which information available to consumers during shopping is most relevant. By examining consumers' visual behavior — specifically, what information they acquire and when — the relative importance of different product details can be inferred. Consumers selectively process information, often subconsciously prioritizing some elements while disregarding others, even without realizing their presence. In future research, it can be recommended to consider additional variables that may complement the research results with the influence of demographic or socio-economic factors. Similarly, the mood and experiences of the participants can also influence the results.