2026-07-14T03:13:20Zhttps://ebiltegia.mondragon.edu/oai/requestoai:ebiltegia.mondragon.edu:20.500.11984/144632026-05-29T06:15:30Zcom_20.500.11984_473com_20.500.11984_14090col_20.500.11984_477
Mora Gijón, María
Romeo-Arroyo, Elena
CHAYA ROMERO, CAROLINA
Gayoso, Lucía
Larrañaga-Ayastuy, Eneko
VÁZQUEZ-ARAÚJO, LAURA
2026-05-28T13:49:40Z
2026-05-28T13:49:40Z
2023
0950-3293
https://hdl.handle.net/20.500.11984/14463
Digitalization is considered the industrial revolution of the 21st century, helping companies to become more
efficient and value-driven. This trend also reaches the restaurant sector, being present in all its spaces and activities, from the kitchen to customer service. The present study aimed to determine if the eye-tracker is a
suitable tool to predict diners’ choices in the context of a restaurant. Three menu presentations were designed for
the study: a basic menu with the name of the dishes and the prices; a menu that included the same information of
the basic one, and a descriptive information of each dish; and a menu with an infographic of nutrition-related
composition. A total of 180 consumers participated in the study (n ≈ 60 per menu), who evaluated one of the
menus presented on a tablet with an integrated eye-tracker. Then, consumers completed a questionnaire indicating their dish choice and their opinion about the menu. Results showed that, when basic or descriptive information was displayed, the eye-tracking could be used to predict consumer’s decisions in the restaurant. A
higher fixation duration resulted in a higher probability of choice when consumers looked at the basic menu and
at the one with descriptive information, but the inclusion of an infographic with nutritional data diminished the
prediction ability of the eye-tracker.
eng
© 2023 Elsevier Ltd. All rights reserved.
Eating with the eyes? Tracking food choice in restaurant’s menu