Attention to health cues on product packages
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Data
2011
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Editora
Edições Universitárias Lusófonas
Resumo
The objectives of the study were (a) to examine which information and design elements on
dairy product packages operate as cues in consumer evaluations of product healthfulness,
and (b) to measure the degree to which consumers voluntarily attend to these elements
during product choice. Visual attention was measured by means of eye-tracking. Task (free
viewing, product healthfulness evaluation, and purchase likelihood evaluation) and product
(five different yoghurt products) were varied in a mixed within-between subjects design.
The free viewing condition served as a baseline against which increases or decreases in
attention during product healthfulness evaluation and purchase likelihood evaluation were
assessed. The analysis revealed that the only element operating as a health cue during
product healthfulness evaluation was the nutrition label. The information cues used during
purchase likelihood evaluation were the name of the product category and the nutrition
label. Taken together, the results suggest that the only information element that consumers
consistently utilize as a health cue is the nutrition label and that only a limited amount of
attention is devoted to read nutrition labels during purchase likelihood evaluations. The
study also revealed that the probability that a consumer will read the nutrition label during
the purchase decision process is associated with gender, body mass index and health
motivation.
Descrição
Journal of Eye Tracking, Visual Cognition and Emotion
Palavras-chave
EYE TRACKING, ATENÇÃO, PRODUTOS ALIMENTARES, ATTENTION, FOOD PRODUCTS, EYE TRACKING