Journal
FOOD QUALITY AND PREFERENCE
Volume 22, Issue 6, Pages 592-601Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.foodqual.2011.03.010
Keywords
Nutrition information; Shopping goal; Consumers; Attention; Choice; Eye-tracking
Categories
Funding
- EU [211905]
Ask authors/readers for more resources
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. (C) 2011 Elsevier Ltd. All rights reserved.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available