4.4 Procedure
The participant was first asked to carefully put the eye tracking glasses on and tighten the strap around the back
of their heads for security. The glasses were connected to the Recording Assistant, which was held by the
researcher during calibration. The participants were then told to stand on a marker placed one meter from a
vertically standing sign and to look straight ahead at the sign while keeping their heads still. Once the instrument
found the location of the subject’s right pupil, the Recording Assistant displayed a 3x3 grid for the researcher to
use as a reference for the nine-point calibration process. The researcher then took an IR marker and placed it on
the sign. The participants were instructed to follow the IR markers with their eyes as it moved to each of the
reference points until their pupils were detected at all nine points. The researcher then hit “Record” on the
Recording Assistant, allowing the instrument to start gathering eye tracking data.
Once the calibration was complete, the participant was given a clipboard with a shopping list, identified by a
unique ID number, which, in turn, became the subject’s participant number. The participants were instructed to
shop for each product on the list as they normally would in a grocery store, writing down the number
corresponding to the product they purchased for each item on the list. The participants were then sent into the
CUshop™ and requested to shop normally. Once the shopping task was completed, the participants were led to a
survey computer, where each answered demographic and study-related questions.