Consumers often need to make very rapid choices among multiple brands (eg, at a
supermarket shelf) that differ both in their reward value (eg, taste) and in their visual
properties (eg, color and brightness of the packaging). Since the visual properties of stimuli
are known to influence visual attention, and attention is known to influence choices, this
gives rise to a potential visual saliency bias in choices. We utilize experimental design from
visual neuroscience in three real food choice experiments to measure the size of the visual …