Evaluation of Users' Attention to the Labeling Information of Over-the-counter Medicines using Eye-tracker

Abstract

Packages of over-the-counter (OTC) medicines offer various labeling information such as drug name, instructions before use, and risk-ranking information. In order to evaluate consumer attention and eye-catching effectiveness of such labeling information, an eye-movement experiment and questionnaire survey using cold remedies and vitamin supplements were conducted. For the eye-movement experiment, eye fixation duration and sequence were measured for each aspect of labeling information. After the eye-movement experiment, a self-evaluation of the consumer's attention and the eye-catching effect of each aspect of labeling information were conducted through a questionnaire survey. The results from the eye-movement experiment and questionnaire survey showed that the drug name ranked the highest for attention and eye-catching effect whereas risk-related information such as instructions before use and risk-ranking information were poorly attended. Moreover, the analysis of consumer judgment regarding the risk ranking of medicines using the normalized rank method clarified that the risk-ranking label has little influence on the consumers' risk judgment. The influence of package design on consumers' risk judgement was discussed.

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“…Therefore, the authors combined the two methods to carry out the present research. Through eye movement experiments and a questionnaire survey, Choi et al (2012) evaluated the effects of the attention of the consumer on the label information and discussed the effect of over-the-counter drug packaging design on consumer risk judgment. Köhler et al (2014) hypothesized that by using eye movement tracking, the traditional Kansei engineering method can be extended to evaluate designs and to obtain objective data for customer product perception and evaluation.…”