## 5 Discussion  
Knowledge about the socio-economic profile of participants is very important in research such as this. For this, firstly, the possible participants were indicated by people that knew what the focus would be. Then, these participants were randomly chosen, resulting in a total of 23 individuals. The indications were to better select a priori the education of the participants, having, at least, graduated from high school. Almost half belong to the same gender, with 57% being male and 43% being female (Table 1). Differences were found among gender about specific preferences and attitudes towards meat color; for instance, female participants more commonly held skeptical attitudes towards red meat and meat-eating [76]. Parameters such as frequency of consumption and average income are very important to measure, mainly given that beef is an expensive component of a meal. The consumer is motivated by both internal and external influences, at the time of purchase, and the external part is determined by social class, culture, family, and the groups that they are included [77]. In this study, beef was typically consumed by the participants two or three times a week (61%), and at least once a week (Table 1). Visual attention was measured both in fresh and cooked beef. First, observations regarding the fresh meat will be discussed, as the results of both were analyzed separately. For fresh beef, as mentioned above, the accuracy index was very representative with 95.19%, comparing predicted values with the estimated models. The results of the first fixation, the aspect that the participants first pay attention to, were significant, regarding fresh beef, for the FRE.FBRIGHTCO and FRE.FBROWNCO, stimulus of beef with bright red color and brown color, respectively. This was the parameter that they perceived more compared to breed, marbling, and price. This was corroborated with other studies [39, 40]. These results indicate that, for the sample of consumers studied, the color of fresh beef is the visual cue that attracts their visual attention of during the first fixation. Changes between the bright red color (oxymyoglobin) and brown color (metmyoglobin) of fresh beef can be considered as \"extreme\" changes [78]. Brazilian consumers typically find dark-colored beef (deoxymyoglobin) at the point of sale [79]. It is suggested that the first fixation is concentrated on the color. This can be due to the difference from what is typically expected, which can cause distrust [9]. Alternatively, a possible justification for why other quality cues were not significant when first fixating may be the lack of understanding of the consumer about those parameters or not being able to determine other attributes for the beef choice [13]. Regarding the time to first fixation, which is the first stimulus displayed, the color was the main parameter that was associated with it, as discussed above. However, regarding the total fixation, which is the duration of all fixations within an AOI, or within all AOIs belonging to an AOI group [80], it was indicated that the respondents focused significantly on color and breed attributes (FRE.TDARKCO, FRE.TBROWNCO, FRE.TNELLOREB, and FRE.TWITHOUTB), regarding fresh beef. The dark red color and any breed information increased the purchase chance while the information regarding brown color and Nellore breed reduced it. Regarding FRE.TDARKCO, the increased purchase probability as a consequence of visual attention increase may be motivated by the consumer's familiarity with that information [10; 81]. For FRE.TBROWNCO, the reduction in the probability of choice may be due to doubts in the interpretation of this information, because it is known that the color of beef can change according to the type of packaging--typically, vacuum-packed beef is brown in color [82; 83]. In addition, microbiological, physicochemical, or temperature changes may also give beef a brown color [84; 85].