Speakers
Description
Introduction:
The global rise in diet-related diseases poses a significant public health challenge, necessitating effective interventions to promote healthier food choices. Behavioral nudges, such as Front-of-Package Labeling (FOPL) schemes have emerged as a prominent example of such interventions, aiming to capture consumers’ attention and to inform them about main aspects of nutritional content of food products at the point of purchase.
Despite the widespread adoption of FOPLs, questions remain regarding their impact on consumer behavior and the mechanisms underlying their efficacy. Eye-tracking technology presents a valuable methodological tool for elucidating these dynamics, both in field studies within real-world environments and in lab-based experiments.
This talk integrates findings from three distinct studies in which we utilized eye-tracking technology to address these questions and advance our understanding of FOPL effectiveness and influence on consumer decision-making processes. The first study examined the effect of implementing a voluntary positive FOPL scheme on consumers’ attention in an open-air market. The second study examined consumers’ attention to warning FOPLs in a supermarket, and the third study compared the impact of warning and Nutriscore FOPLs on attention, product health perception, and purchase intention in a binational controlled laboratory experiment.
Through a combination of field studies and empirical lab-based randomized controlled experiments, we observed and quantified participants' visual attention patterns and cognitive responses to FOPLs. This method allows the objective assessment of both the immediate effects of FOPLs on consumer choices and the underlying psychological mechanisms driving these responses.
Methods:
Eye-tracking technology offers a novel approach to investigate the utilization of FOPLs by consumers and to elucidate the mechanisms through which these labels influence decision-making. The technology allows non-invasive physiological measurement of individuals' attention to salient visual information, including precise measurement of the location of their gaze and the number and duration of visual fixations, all while deciding which food products to purchase, in natural or experimental settings. The objective data can then be compared with self-reported data, providing insight into potential biases associated with survey studies.
In the first study, shoppers in an open-air market (N=27) conducted their regular shopping trip while wearing wireless eye-tracking glasses. The main variable of interest was their visual attention to the positive label that was voluntarily placed by some of the vendors. Upon completion of their shopping trip, participants filled a short demographic survey. In the second study, consumers of a supermarket (N=60) were instructed to choose products to buy in four aisles: Cereals, health-bars, tahini and soft drinks, wearing eye-tracking glasses. After finishing the shopping task, participants filled a questionnaire regarding their attitudes, cognition(memory) and choices. The third study was conducted following the implementation of warning FOPLs in Israel and Nutriscore in Germany. We conducted an experiment where participants from both countries (N=221) assessed mocked products labelled by warning and Nutriscore labels, while their gaze was tracked by the eyetracking machine.
Results:
The synthesis of findings from the three studies reveals nuanced insights into the effectiveness of FOPLs and their influence on consumer behavior. In the first study, conducted in an open market, despite the implementation of a voluntary positive FOPL scheme, the majority of shoppers demonstrated minimal attention to the labels, suggesting limited impact of the FOPL on their decision-making. The second study, conducted in a supermarket, highlighted a substantial disparity between actual visual attention to FOPLs and self-reported perceptions, underscoring the necessity for objective evaluations of FOPL effectiveness. The third study, a binational experiment spanning Germany and Israel, found that warning labels may outperform summary scores (Nutriscore FOPL) in enhancing consumer awareness of nutritional quality and promoting healthier choices.
Conclusions:
This synthesis of our findings advances the understanding of FOPL effectiveness and consumer decision-making processes within the food environment. By leveraging eye-tracking technology, researchers can bridge the gap between subjective perceptions and objective behavior, shedding light on the mechanisms through which FOPLs influence consumer choices. These insights hold significant implications for policymakers seeking to optimize FOPL regulations and promote public health through informed dietary choices. Ultimately, this synthesis contributes to the ongoing efforts to improve the food environment and combat the global burden of diet-related diseases.
