- Data, Statistics and AI for Well-Being of People and Organisations
- A cura di Luigi Fabbris, Alberto Franci, Pietro Renzi
Analysis of visual cues and consumer preferences using eye-tracking
- Nicolò Biasetton
- Marcos Dieste
- Alessandro Fanesi
- Cristina Ledro
- Azemeraw Tadesse Mengistu
- Anna Nosella
- Marco Pietrobon
- Luigi Salmaso
- Mahir Selek
- Silvia Villanova
- © 2026 Author(s) |
- CC BY 4.0
- DOI: 10.36253/979-12-215-1062-1.15
This study investigates how visual labels—specifically eco-labels and "Made in Italy" tags—affect consumer preferences and visual attention. A Conjoint Analysis experiment has 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.
- Keywords:
- Conjoint Analysis,
- Eye-tracking,
- Made in Italy,
- Sustainability,
University of Padua, Italy - ORCID: 0000-0002-1123-9899
University of Padua, Italy - ORCID: 0000-0002-6508-9603
University of Padua, Italy - ORCID: 0009-0002-3789-0513
University of Padua, Italy - ORCID: 0000-0003-0656-4440
University of Padua, Italy - ORCID: 0000-0002-3108-461X
University of Padua, Italy - ORCID: 0000-0003-2668-2217
University of Padua, Italy
University of Padua, Italy - ORCID: 0000-0001-6501-1585
University of Padua, Italy - ORCID: 0009-0008-1831-3204
University of Padua, Italy - ORCID: 0009-0006-8654-8684
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Informazioni sul capitolo
Titolo del capitolo
Analysis of visual cues and consumer preferences using eye-tracking
Autori
Nicolò Biasetton, Marcos Dieste, Alessandro Fanesi, Cristina Ledro, Azemeraw Tadesse Mengistu, Anna Nosella, Marco Pietrobon, Luigi Salmaso, Mahir Selek, Silvia Villanova
Lingua
Inglese
DOI
10.36253/979-12-215-1062-1.15
Opera sottoposta a peer review
Anno di pubblicazione
2026
Copyright
© 2026 Author(s)
Licenza d'uso
Licenza dei metadati
Informazioni bibliografiche
Titolo del libro
Data, Statistics and AI for Well-Being of People and Organisations
Curatori
Luigi Fabbris, Alberto Franci, Pietro Renzi
Opera sottoposta a peer review
Numero di pagine
420
Anno di pubblicazione
2026
Copyright
© 2026 Author(s)
Licenza d'uso
Licenza dei metadati
Editore
Firenze University Press
DOI
10.36253/979-12-215-1062-1
ISBN Print
979-12-215-1061-4
eISBN (pdf)
979-12-215-1062-1
eISBN (xml)
979-12-215-1063-8
Collana
Applied Statistics Series