*2.5. Eye Tracking Metrics and Procedures*

A stationary Tobii X1 Light Eye Tracking camera connected to the base of a computer monitor (22 inch screen with a 1920 × 1080 pixel resolution) was used to record eye movements (Figure 2). Tobii Studio Software (version 3.4.8) was used to present the CA images to participants.

**Figure 2.** The experimental set-up showing the computer monitor and Eye Tracking camera.

Participants were provided instruction slides describing the experimental procedure followed by an example non-target product (i.e., tomato plant). Each CA scenario consisted of three steps (Figure 3). First, participants viewed the product image and then clicked a mouse key when they were ready to rate their purchase likelihood. Then, participants selected their purchase likelihood for the previously viewed image. Lastly, they were presented with a fixation cross that they focused on for 5 s between the first image and the subsequent image. The fixation cross served to "reset" participants' visual attention so all participants had the same visual starting point for each image [23,40].

After all participants had completed the experiment, areas of interest (AOI) were used to extract visual attention measures from the product images. Each AOI corresponds to a specific visual of interest (i.e., the product image or an attribute sign; Figure 4). Researchers extracted participants' fixation count (FC) for each AOI. FC is the total number of eye fixations (when the eye stops and attends to the stimuli) within each AOI. FCs are considered a reliable indicator of participants' visual attention to stimuli within each AOI [2,23].

**Figure 4.** Designated areas of interest (indicated by the dashed lines) around the product image and attribute signs.
