Abstract
A methodology for assessing attention to and effect of nutrition information displayed front-of-pack is presented. The methodology is based on an integration of the visual search paradigm, the choice paradigm and eye-tracking measures, and moves beyond reliance on self-report measures for attention and choice. Rather the following measures are obtained: (1) respondents' eye-movements, in terms of dwell time, fixation duration, number of fixations, and saccade size; (2) response times indicating the speed with which choice decisions are made; and (3) consumers' actual choices from an assortment. The efficiency and sensitivity of the methodology is illustrated in a small scale empirical application. Overall, the methodology seems to be a promising tool for answering puzzling questions in consumer attention and decision making with straightforward potential extensions to enlarge its scope.
| Original language | English |
|---|---|
| Pages (from-to) | 592-601 |
| Number of pages | 10 |
| Journal | Food Quality and Preference |
| Volume | 22 |
| Issue number | 6 |
| DOIs | |
| Publication status | Published - 1 Sept 2011 |
| Externally published | Yes |
Funding
This research was supported by the 7th EU Framework Programme Small Collaborative Project FLABEL (Contract No. 211905). The content of the paper reflects only the views of the authors; the European Commission is not liable for any use that may be made of the information contained in this paper.
Keywords
- Attention
- Choice
- Consumers
- Eye-tracking
- Nutrition information
- Shopping goal