FoodLAND - Dataset and protocols of auction / eye-tracking experiment on consumers' preferences for olive oil in Tunisia and Morocco

This submission derives from Task 2.2 "Behavioural economic research on consumers’ food preferences and choices" of the EU Horizon 2020 project FoodLAND "Food and Local, Agricultural and Nutritional Diversity" (2020-2025). It consists of a novel protocol for a laboratory experiment that merges a Becker-DeGRoot-Marschak auction mechanism with the collection of biometric data using eye-tracking. The protocol was used to study preferences for nationally-produced brands of extra virgin olive oils presenting different characteristics, primarily polyphenol content and national or local origin, among urban consumers from Morocco and Tunisia. The submission includes the versions of the protocol developed for Morocco and Tunisia, and the final dataset.

The data were collected in September 2022 in Meknès (Morocco) and in October/November 2022 in Sousse (Tunisia), using the iMotions software (version 9.3) and questionnaires developed in Qualtrics. The text in the iMotions slides and the questionnaires were translated into Arabic in the final study setup. The sample sizes are 230 for Morocco and 208 for Tunisia.

The final dataset is provided in Excel format, and includes four sheets: (1) "Survey", with one observation per consumer, which contains their responses to the questionnaires; (2) "WTP", with up to 20 observations per consumer (one for each of four olive oil profiles and each of five stages of the protocol), which contains willingness-to-pay data; (3) "AFFDEX", with one observation per consumers and per iMotion slide, which contains emotions detected from facial responses; (4) "Fixation", with multiple observations per consumer and iMotion slide, which contains gaze patters from eye-tracking. The dataset also includes metadata.