## 5 Discussion
Thus, it can be posited that the consumer's preference may be influenced by their knowledge about color variations in beef, but also due to their concerns with quality, which can be correct. The increase in the probability of choice when viewing the information on FRE.TWITHOUTB (total time of fixation in the AOI related to the stimulus of beef without any breed information) may indicate that the consumers participating understand that less information about beef is more attractive and facilitates their choice; thus, visual cues of the beef itself can be a sufficient source of information, as reported by [40; 86]. There was a reduction in the probability of sale caused by the information on FRE.TNELLOREB, which may be due to previous negative experiences associated with beef from the Nellore breed, lack of knowledge about the contribution of the breed to the quality of beef, or even the habit to consume beef without the identification of the breed [41; 87; 88]. It is also possible that some consumers have preferences for specific breeds, such as Angus (Bos taurus taurus) than Nellore (Bos taurus indicus), as it has been proven by many authors [89; 90] that they present more tender meat. Meat from Bos indicus crossbred cattle is less tender than meat from Bos taurus cattle, regardless of marbling score [91]. This can lead to decreased acceptance of Nellore meat by consumers, especially since such research is more feasible today. Moreover, advertising for the Brazilian Angus, the main Bos taurus breed in Brazil, uses tenderness as a key selling point. The correlation found between total fixation time and probability of choice is similar to the findings of a study in which an increase in visual attention was found to increase the probability of choice [10]. The total number of fixations, which is the number of times that each participant fixated on an AOI, with respect to fresh beef and considering the parameters color, marbling, price, and breed, were FRE.VDARKCO, FRE.VSMALLMAR, FRE.VMODERATEMAR, FRE.VABUNDANTMAR, FRE.VPRICE380, and FRE.VWITHOUTB. Analyzing the information on FRE.VDARKCO, it was observed that the probability of the consumer choosing beef with this information was reduced by 1.54% each time the individual revisited fixating on the dark red color. The return of the consumer to the same visual cue indicates importance, doubt, or difficulty in understanding the attribute [18; 32]. Additionally, the understanding of information can be facilitated or hindered according to the level of consumer involvement with beef [2; 88]. Participants' level of involvement with fresh and cooked beef was not measured. The information on the visual cues FRE.VSMALLMAR, FRE.VMODERATEMAR, and FRE.VABUNDANTMAR reduced consumer choice by 2%, 0.8%, and 1.4% at each return fixation, respectively. This study indicated that all levels of marbling were important, and they reduced the probability of purchase. These results differ partially from the findings of [92], who identified a higher preference for beef with lower fat content, and in this case, lower marbling lead to more rejection. These authors found that beef variation in fat content can produce different patterns in terms of visual attention and product choice; the present study found the same pattern for all levels of marbling. The differences found may be due to different cultural habits since the study [87] was conducted with Portuguese consumers. It is important to consider the level of knowledge about the contribution of marbling to flavor, succulence, and tenderness of beef [92]. Consumers who make health-based food choices are more likely to seek information that helps them assess the healthiness of products but may encounter difficulties related to knowledge and quality cues of the product [93; 94]. Regarding FRE.VPRICE380, the high number of visits indicates the importance of this visual cue for consumers, which may represent a reduction in the probability of choice due to mistrust and difficulty in identifying trade-offs.