Participants were checked in when they arrived at the Greenville Beer Exchange, and were fitted and calibrated with Tobii 2 eye tracking glasses. They were instructed to shop the “main” portion of the store only (US Craft brewery selection) and choose 2 single beers that they would be purchasing to take home at the end of the study. Once they completed their shopping, their purchases were photographed and the participants completed an online post-shopping survey to capture qualitative feedback and demographics. When the survey was complete, they purchased their two items and were given a $20 gift card to return to the Greenville Beer Exchange at a later date.