Effect of hunger on visual attention and choice

Kerstin Gidlöf & Tobias Otterbring, Department of Management, School of Business and Social Sciences, Aarhus University, Denmark | Annika Wallin, Cognitive Science, Lund University

This study investigates the effect of hunger on visual attention and choice. It uses eye-tracking to monitor the decision-making process, and examines differences between hungry and satiated individuals. The study also investigates whether these effects are moderated by the complexity of the decision environment, if the choice is between hedonistic and utilitarian options, and if the choice is within a food or a non-food category.