Eye Tracking-Based Reverse Inference Approach for Customers' Behavior Analysis at Japanese Udon Restaurant

—Preliminary Application of Reverse Inference Procedure for Detection of Problematic In-Store Display—

抄録

This paper develops an analysis procedure in which an eye tracking-based reverse inference approach is implemented in a restaurants' environment. The analysis procedure enables us to realize the reverse inference approach concept in eye-tracking data analysis. The analytical procedure developed is composed of steps for defining base/reference characteristics of cognitive processes considering key contexts, developing gaze taxonomy and interpreting eye gaze data. We performed a case study where the eye-tracking data of 42 participants at two Japanese Udon restaurants, as well as questionnaire responses, were collected. The potential uses of our analysis procedure are discussed.