Consumer preferences for nutritional claims: An exploration of attention and choice based on an eye-tracking choice experiment

Ballco, Petjon; Magistris, Tiziana de; Caputo, Vincenzina

doi:10.1016/j.foodres.2018.12.031

Cited by 54 publications

(32 citation statements)

References 86 publications

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“…In addition, previous research on consumers identify that the most important nutritional claims for them are those related to the content of fat, fiber, and sugar while the level of interest is lower for salt in Italy [9]. However, in Spain, consumers attach the highest importance to the fat-free and source of calcium claims and the least to the low sugar in the case of yogurts [10]. Similarly, a more recent research stated that apart from the health claims, consumers gain the highest utility from the high in fiber and fat-free nutritional claims [11].…”

Section: Introductionmentioning

confidence: 99%

Making Sense of Information Overload: Consumer Ranking of Nutritional Claims in Cereal Based Products

Gracía

Barreiro‐Hurlé

2019

Nutrients

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As a result of increased consumer awareness, demand for healthier food products is increasing day by day. Consumers seek healthier versions of food products which they relate to reduced presence of unhealthy components or increased presence of healthy ones. As a result, the food industry has not only increased the variety of products available but also uses nutritional claims to signal the presence of more substances. As an average consumer at the supermarket devotes just a few seconds to selecting each product, they are only able or willing to process that information that immediately attracts their attention or that is felt to be more important to them. This paper analyses how consumers rank different nutritional claims for two processed cereal products. Five claims were chosen to reflect the current market landscape of availability, and that relates to both "healthy" (i.e., fiber) and "unhealthy" (i.e., fat) substances. We use a direct ranking preference method with data from a survey conducted with consumers in a Spanish region in 2017. Results show that the ranking of claims differs between the two products (biscuits and pastries) and across consumers. However, consumers prefer those that show reduced presence of unhealthy substances above those that highlight the presence of healthy ones. Therefore, policy to maximize the impact of nutritional labelling should be product-specific.

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Section: Introductionmentioning

confidence: 99%

Making Sense of Information Overload: Consumer Ranking of Nutritional Claims in Cereal Based Products

Gracía

Barreiro‐Hurlé

2019

Nutrients

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“…This study expands the literature on consumers’ preferences for functional food products using the experimental auction method. Currently, the use of a non-hypothetical auction method has gained popularity in estimating the WTP for product attributes or new products [29], alongside a real Choice Experiment [15,30]. A major reason for the increasing popularity of experimental auctions is their incentive compatibility property, that is, subjects have the dominant strategy to submit bids equal to the true value of the goods.…”

Section: Introductionmentioning

confidence: 99%

The Role of Health Information in Consumers’ Willingness to Pay for Canned Crushed Tomatoes Enriched with Lycopene

Verneau

Furno

2019

Nutrients

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The paper investigated whether information about the health benefit produced by lycopene could influence consumers’ willingness to pay (WTP) for canned crushed tomatoes enriched with lycopene. An additional aim was to determine whether the main socio-demographic variables, such as sex, age, income and selected attitudinal factors, affect WTP. To this end, a non-hypothetical experimental auction was carried on with five repeated rounds. Results show a relevant impact of information on WTP in the case of lycopene-enriched products, whereas no difference in bids emerges for the conventional product, either on average or at the quantiles. Previous knowledge seems to have a modest influence upon WTP, but it shows a significant interaction with the information shock provided during the experiment, so that the effect of the latter is more pronounced when previous knowledge is low. In addition, age, sex, food technology neophobia, trust in science and implicit attitudes towards food technology significantly affect participants’ WTP.

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“…This makes the understanding of consumers’ gaze movements important, hence the implementation of eye-tracking sensors that capture the gaze fixations and offer an excellent opportunity to understand consumer behavior. Most of the studies conducted using packaging have been focused more on health claims [11,12,13] and labeling schemes [14,15]. Therefore, the assessment of the gaze movements of consumers may be novel and of great interest to the food industry.…”

Section: Introductionmentioning

confidence: 99%

“…Modern eye-tracking technology is used to measure gaze movements by combining a computer screen with an infrared camera to record pupil and corneal reflection in order to track their movements [10]. It has been used in many research studies related to reading and visual experience [11,12,25,26,27,28,29]. Most assumptions are made based on the idea that longer eye fixations are associated with higher levels of attention and interest, and greater interest equals positive reaction, liking, and assimilation [18].…”

Section: Introductionmentioning

confidence: 99%

Consumer Acceptability, Eye Fixation, and Physiological Responses: A Study of Novel and Familiar Chocolate Packaging Designs Using Eye-Tracking Devices

Gunaratne

Fuentes

Gunaratne

et al. 2019

Foods

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Eye fixations on packaging elements are not necessarily correlated to consumer attention or positive emotions towards those elements. This study aimed to assess links between the emotional responses of consumers and the eye fixations on areas of interest (AOI) of different chocolate packaging designs using eye trackers. Sixty participants were exposed to six novel and six familiar (commercial) chocolate packaging concepts on tablet PC screens. Analysis of variance (ANOVA) and multivariate analysis were performed on eye tracking, facial expressions, and self-reported responses. The results showed that there were significant positive correlations between liking and familiarity in commercially available concepts (r = 0.88), whereas, with novel concepts, there were no significant correlations. Overall, the total number of fixations on the familiar packaging was positively correlated (r = 0.78) with positive emotions elicited in people using the FaceReader™ (Happy), while they were not correlated with any emotion for the novel packaging. Fixations on a specific AOI were not linked to positive emotions, since, in some cases, they were related to negative emotions elicited in people or not even associated with any emotion. These findings can be used by package designers to better understand the link between the emotional responses of consumers and their eye fixation patterns for specific AOI.

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Consumer preferences for nutritional claims: An exploration of attention and choice based on an eye-tracking choice experiment

Cited by 54 publications

References 86 publications

Making Sense of Information Overload: Consumer Ranking of Nutritional Claims in Cereal Based Products

Making Sense of Information Overload: Consumer Ranking of Nutritional Claims in Cereal Based Products

The Role of Health Information in Consumers’ Willingness to Pay for Canned Crushed Tomatoes Enriched with Lycopene

Consumer Acceptability, Eye Fixation, and Physiological Responses: A Study of Novel and Familiar Chocolate Packaging Designs Using Eye-Tracking Devices

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