EYES DON'T LIE! VISUAL PREFERENCES: EYE-TRACKING STUDY ON UNPLANNED FOOD SELECTIONS IN FINE DINING RESTAURANTS

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ÇETİNKAYA N., ERKEM M. N.

Advances in Hospitality and Tourism Research (AHTR), cilt.14, sa.3, ss.403-428, 2026 (ESCI, Scopus, TRDizin)

Özet

Consumer food choices are often treated as conscious decisions. However, recent evidence using eye-tracking methodology demonstrates that consumers' visual attention processes significantly influence their decision-making. This method is crucial for understanding the factors that affect consumers' gaze behavior. This research employs eye-tracking technology to investigate how consumers make food selections in fine-dining restaurants, focusing on unplanned choices. The study monitors consumers' menu examination processes using an eye-tracking device, identifying focal points such as gaze duration and fixation count. The findings reveal how consumers' eye movements guide their selection decisions. In particular, the visual presentation of the dish and familiarity with it have been shown to be influential in consumer preferences. In an experiment conducted with 25 participants, it was found that the most fixated-upon dish was not necessarily the one ordered, indicating that the intensity of focus and gaze behavior do not directly determine decisions. However, prior experience with the dishes strongly influenced the decision- making process. In this respect, the research critically examines the “attention = choice” assumption in eye-tracking studies. From an industry perspective, it demonstrates that simply captivating visuals are not enough; menu design must be integrated with customer experience management and familiarity strategies.