Give us today our daily bread: The effect of hunger on consumers’ visual attention towards bread and the role of time orientation

Abstract This study investigated the effect of hunger on consumers’ visual attention during a food choice task, and the role of time orientation (i.e., present and future orientation) in this interplay. A lab-based eye-tracking experiment including 102 participants was conducted, with hunger as the manipulated factor (hungry, satiated). Participants in the satiated condition were served a breakfast buffet before the experimental tasks, whereas participants in the hungry condition were served the buffet after completion of the tasks. Both groups were exposed to a set of planograms depicting supermarket shelves and were asked to choose an option they could consider buying, while their eye mov…