Research Project: Using Eye Tracking to Better Understand Food Choices
Our dietary choices often include foods that differ in short-term nutritional and long-term health consequences. Existing evidence suggests that the subjective value of food is constructed through an attribute weighting (e.g., healthiness, tastiness, calories, packaging) and integration process. Dr. Fisher will use this value construction process to devise practical applications that can highlight certain attributes of a choice in order to promote healthier food selection. His research will include a series of laboratory and field experiments that use a variety of eye tracking techniques to further our understanding of how attention to particular food attributes relates to our food purchasing decisions.
About Dr. Geoffrey Fisher
Assistant Professor, Cornell University
Geoff Fisher is an assistant professor of marketing in the Dyson School of Applied Economics and Management and the College of Business at Cornell University, where he joined the faculty in 2015. He completed his Ph.D. in Behavioral and Social Neuroscience at Caltech and his undergraduate work at Cornell. Geoff’s research combines tools from economics, psychology, and neuroscience to address how we estimate and weight variables when constructing the value of goods. For example, when shopping in a grocery store, how does attending to the healthiness or tastiness of a particular food affect the likelihood that it’s purchased? Much of his work uses physiological tools like eye tracking to record variables about the choice process. He is interested in better understanding this value estimation process in order to devise practical applications that can promote healthier decisions.