Bridget and several other colleagues use eye-tracking glasses to better understand how people buy plants and related products. This week, Dr. Mel Knuth (Assistant Professor of Horticultural Sciences at North Carolina State University) returns to discuss a study that she and colleagues conducted to investigate whether or not wearing those eye-tracking glasses changes consumer behavior. However, with more attempts to calibrate the eye-tracking equipment to the participant’s eyes, the less risk they were likely to take on. If a person needed multiple attempts to calibrate their vision to the equipment, they felt something might have been wrong with them (it wasn’t) but researchers may want to omit data from individuals hard to calibrate. So, researchers are more confident now that the eye-tracking glasses don’t appear to influence their visual behavior. You can read all of the details here.