Do we pay more attention to the label that is considered more expensive? Eye-tracking analysis of different wine varieties

Abstract In our study, using a combination of eye-tracking parameter analysis and the van Westendorp method, we investigate whether participants pay more attention to products that they perceive as more expensive or to those that they prefer in the ranking process. The experiment involved 50 participants, a questionnaire with ranking and pricing tasks, and an eye-tracking measurement. Three wine varieties (Irsai Olivér, Rosé and Merlot-Shiraz) and three different label alternatives were tested. When comparing the results of the ranking and the pricing tasks, the product that is considered more expensive is not always the one that is most appealing to the participants. If we compare the results from the analysis of the eye-tracking parameters and the pricing, we can say that in all cases the labels that received the most visual attention were those that were priced more expensively by the participants.