Abstract This study proposes a new model for understanding the behavior of consumers of organic products, using the theory of self-esteem and the congruence among images containing organic and transgenic attributes. The study employed image visualization metrics based on experiments using the eye tracking instrument. The methodological part was divided into two stages. The first was based on a Discrete Choice model, obtaining the following probabilities of the consumer choosing the product: +2.52%, −8.5%, +4.3%, −2.43%, and −5.2% for an increase in self-esteem, for the male gender, for the presence of an organic seal, for the presence of a transgenic seal, and for the presence of a seal that represents a large property, respectively. The second stage was based on hypothesis tests, as a complementary methodology to the first stage. In this context, the time metrics “total fixation of look” on the product and time of “first fixation” on the product for the organic vs. transgenic seals did not differ for individuals classified as having low self-esteem and in individuals of the male gender. As for women and for individuals with high self-esteem, these metrics were lower in the visualizations of an organic seal compared to the transgenic ones. We conclude that visual attention is influenced by the self-esteem and the congruency of the image in food decision. It is suggested that other studies should delve more deeply into applying the model to other behaviors and products.

中文翻译：

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与一致和非一致图像相关的自尊和视觉注意：使用眼动追踪选择有机和转基因产品的研究

摘要 本研究利用自尊理论和包含有机和转基因属性的图像之间的一致性，提出了一种理解有机产品消费者行为的新模型。该研究采用基于使用眼动追踪仪器的实验的图像可视化指标。方法论部分分为两个阶段。第一个是基于离散选择模型，获得消费者选择产品的以下概率：+2.52%、-8.5%、+4.3%、-2.43% 和 -5.2% 自尊增加，对于男性，分别是有机海豹的存在，转基因海豹的存在，以及代表大财产的海豹的存在。第二阶段基于假设检验，作为第一阶段的补充方法。在这种情况下，对于归类为低自尊的个体和男性个体，有机海豹与转基因海豹的产品“完全注视”时间指标和产品“首次注视”时间没有差异。至于女性和自尊心高的人，与转基因的相比，有机印章的可视化中的这些指标较低。我们得出结论，视觉注意力受自尊和食物决策中图像一致性的影响。建议其他研究应该更深入地将模型应用于其他行为和产品。对于归类为自尊心低的个体和男性个体，转​​基因海豹没有差异。至于女性和自尊心高的人，与转基因海豹相比，这些指标在有机海豹的可视化中较低。我们得出结论，视觉注意力受自尊和食物决策中图像一致性的影响。建议其他研究应该更深入地将模型应用于其他行为和产品。对于归类为自尊心低的个体和男性个体，转​​基因海豹没有差异。至于女性和自尊心高的人，与转基因的相比，有机印章的可视化中的这些指标较低。我们得出结论，视觉注意力受自尊和食物决策中图像一致性的影响。建议其他研究应该更深入地将模型应用于其他行为和产品。