A Mixed Reality Eye-Tracking Investigation on Key Factors Affecting Food Consumption Habits

This paper introduces a systematic method to study food consumption behaviors using eye-tracking within Mixed Reality (MR) settings. Participants wearing video see-through headsets are exposed to various food-related scenarios. Eye-tracking metrics, such as gaze direction, duration, and frequency, are gathered and analyzed alongside questionnaires about eating habits integrated with immersive data storytelling visuals relating to key factors affecting food consumption habits into the MR environment. The approach demonstrates how eye-tracking can reveal underlying preferences and biases not evident through conventional survey techniques, offering valuable insights for fields like health, nutrition, and advertising. Preliminary findings suggest a relationship between gaze patterns and food choices, influenced by dietary preferences, highlighting the utility of MR eye-tracking in behavioral research and dietary analysis. Specifically, it is shown that carnivorous participants display a significant focus on meat scenarios, while vegetarian participants are more engaged with more sustainable food choices. Furthermore, omnivorous participants showed a higher engagement with the presented key factors, possibly due to the complexity and variety in their diet choices. This differential attention underscores the potential for MR technologies to tailor educational and marketing strategies that are more aligned with individual dietary habits and preferences.