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In this poster Laura Scaeffer presented her study investigating the correlation between eye gaze and color preference. As her abstract notes, “some research has shown a sex-linked genetic difference in color receptor sensitivity suggesting females prefer colors in the reddish-purple region whereas males prefer colors in the bluish-green region. Therefore, researchers predicted females will both gaze at and prefer colors of a reddish-purple hue. Using an eye tracking device, participants were shown an image of six squares of different colors and then asked to indicate their most favorite and least favorite color. Fixation points, measured by the duration of eye gaze, were used for data analysis. Early comparisons indicate a correlation between least favorite color and eye gaze. Findings may be useful to marketing.”