摘要 : A variety of theories has been developed explaining attention and decision-making. Most studies in this field, which combine eye-tracking and conjoint analysis, use a top-down experimental situation, in which the participant is fo... 展开 A variety of theories has been developed explaining attention and decision-making. Most studies in this field, which combine eye-tracking and conjoint analysis, use a top-down experimental situation, in which the participant is forced to make a decision. The aim of the present study was to combine a bottom-up aspect, using eye-tracking in which the participant is not forced to make a decision, and a quasi-experiment (choice-based conjoint analysis) to investigate whether the reviewed theories could also predict the results in a bottom-up, top-down situation. Seventeen subjects participated in the experiment in December 2016, investigating visual attention and choice in the case of tomatoes with product characteristics such as price, label, and origin. The results of the study show no significant relationship between visual attention and choice, when not in a top-down situation. A combination of methods and bottom-up situations as well as top-down situations when investigating attention and choice is suggested as demonstrated by this study. The results of this study do not support the popular utility effect theory that assumes a strong relationship between attention and utility. 收起