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The work presented in this chapter contributes to the development of a systematic method for analyzing human preferences and decision-making by utilizing eye-tracking technology within extended reality (XR) environments. Participants are exposed to diverse food consumption scenarios using modern video see-through headsets within extended reality (XR) environments. Initial validations of the methodology are performed within the VR environment, where comprehensive eye-tracking data is captured and compared against responses provided from questionnaires, enhancing the understanding of participants’ food choices. Demonstrations in an MR environment environment enhance data storytelling by integrating key factors influencing food consumption habits. This approach reveals underlying preferences and biases often missed by traditional surveys, providing valuable insights into consumer behavior. Preliminary findings suggest that eye-tracking data reveals a link between participants’ gaze and their food choices, influenced by their backgrounds and dietary habits. Different dietary groups–carnivores, vegetarians, and omnivores–show distinct patterns of engagement with food scenarios, demonstrating how mixed reality (MR) technology can be used to customize educational and marketing approaches based on individual preferences.

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Eye Tracking in Immersive Environments for the Assessment of Key Drivers Affecting Food Consumption Habits

  • 章节

  • 发表日期：

    2026年

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  • Nikolaos D. Tantaroudas,
  • Kostantinos Koukoudis,
  • Georgios Tsimiklis,
  • Ioannis Karaseitanidis,
  • Angelos Amditis,
  • Tina Katika

摘要

The work presented in this chapter contributes to the development of a systematic method for analyzing human preferences and decision-making by utilizing eye-tracking technology within extended reality (XR) environments. Participants are exposed to diverse food consumption scenarios using modern video see-through headsets within extended reality (XR) environments. Initial validations of the methodology are performed within the VR environment, where comprehensive eye-tracking data is captured and compared against responses provided from questionnaires, enhancing the understanding of participants’ food choices. Demonstrations in an MR environment environment enhance data storytelling by integrating key factors influencing food consumption habits. This approach reveals underlying preferences and biases often missed by traditional surveys, providing valuable insights into consumer behavior. Preliminary findings suggest that eye-tracking data reveals a link between participants’ gaze and their food choices, influenced by their backgrounds and dietary habits. Different dietary groups–carnivores, vegetarians, and omnivores–show distinct patterns of engagement with food scenarios, demonstrating how mixed reality (MR) technology can be used to customize educational and marketing approaches based on individual preferences.