alternative: alternative 1-4

attribute: attribute 1-6 (1:brand, 2:taste, 3:fat, 4:organic claim, 5: health claim, 6:price)

level: information on content of each attribute

attlevel: combination of attribute and level

fixcount: fixation count

selection: dummy variable which takes on the value 1 if the AOI has been fixated and 0 if not.

totalfixdur: total fixation duration

t1fix: time to first fixation

DCE_effectsize: Attribute importance