Eye Tracking as an Instrument in Consumer Research to Investigate Food from A Marketing Perspective: A Bibliometric and Visual Analysis

Abstract

Eye tracking plays a crucial role in consumer research. The aim of this work is to present the statuses of studies that used eye tracking as an instrument in consumer research to investigate food from a marketing perspective. For this purpose, a bibliometric review of 118 articles from the Business Source Premier and Web of Science Core Collection database was compiled. The bibliometric review provides information on publication trends, leading authors, collaborative networks, journals, institutions, countries, articles, keywords, and themes investigated. Publications in the research field have appeared since 2011, primarily in Europe, the United States, and Uruguay. Three areas of research streams were identified: (1) how consumers became aware of and chose food, (2) nutritional information and its impact, and (3) how food information and its visual attention led to certain consumer behavior. The bibliographic review summarized past research directions and, thus, identified possibilities for future research streams.