Eye movements in binary food choice context: assessing the complexity of restaurant menus on virtue vs. vice foods

This paper explores binary food choices through the lens of information load theory. We conducted two laboratory studies using the eye-tracking approach to understand the influence of the high menu complexity on visual attention for virtue versus vice food options. This paper also examined the moderating effect of time on the initial fixation. Our findings showed that the time duration taken to reach the first fixation influences binary food choices. This was evident when participants were tasked with selecting food options from a high menu complexity. Specifically, fixation duration is greater for virtue food than vice food in a high menu complexity context. However, no differences in fixation duration between vice and virtue foods were observed in low menu complexity. This study provides key insights into understanding how differences in menu complexity impact customers’ binary food choice decisions concerning vice and virtue foods.