Analysis of visual cues and consumer preferences using eye tracking

This study investigates how visual labels—specifically eco-labels and "Made in Italy" tags—affect consumer preferences and visual attention. A Conjoint Analysis experiment have been developed and performed in which participants evaluate a series of product configurations, each differing in the type and position of these labels, by rating them individually based on perceived liking. Eye-tracking technology is used to record visual behaviour, capturing metrics such as fixation duration and number of fixations to defined areas of interest. The objective is to assess whether label characteristics systematically influence both perceived product appeal and patterns of visual engagement. The integration of preference ratings with eye-tracking data enables the exploration of associations between attention and evaluation. Statistical analyses focus on identifying significant effects of label attributes and quantifying the relationship between gaze behaviour and stated preferences. This approach demonstrates the value of combining experimental methods with biometric data to better understand consumer decision-making. The findings offer practical insights for optimizing product labeling and packaging strategies, informing how visual elements should be designed and positioned to enhance consumer engagement. From a statistical perspective, the integration of eye-tracking and preference data supports more nuanced modeling of attention-driven choice behaviour, with applications in marketing research, sensory evaluation, and behavioural analytics. This contributes to evidence-based decision-making for brands and policymakers aiming to promote sustainable and origin-certified products more effectively.