On the Measurement of Consumer Preferences and Food Choice Behavior: The Relation Between Visual Attention and Choices

Loo, Ellen J. Van; Grebitus, Carola; Nayga, Rodolfo M.; Roosen, Jutta

doi:10.1093/aepp/ppy022

Cited by 43 publications

(36 citation statements)

References 81 publications

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“…This makes product differentiation an important aspect of brewery longevity, and marketing sustainability efforts—for example, through eco‐labels like those used in our choice experiment—could be a potential means of achieving this goal. Getting consumers to engage with labels can be a major challenge (Van Loo et al, 2015; Van Loo, Grebitus, Nayga, Verbeke, & Roosen, 2018). However, we find the individuals most likely to pay premiums for environmentally sustainability attributes in beer (Classes 1 and 2) are also the respondents who stated they enjoy purchasing new beers they had never tried before.…”

Section: Discussionmentioning

confidence: 99%

Consumer willingness to pay for sustainability attributes in beer: A choice experiment using eco‐labels

et al. 2020

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Commercial and regional brewers are increasingly investing in environmental sustainability equipment that reduces input use, operating costs, and environmental impacts. These technologies often require prohibitively high upfront costs. One potential solution for these brewers is to market their product as sustainable and charge a premium to offset some of the costs. We undertake a stated preference choice experiment targeting a nationally representative sample of beer buyers and elicit preferences for multiple attributes related to environmental sustainability in beer. We find that, on average, beer buyers are willing to pay $0.70/six-pack for beer produced using water and wastewater reduction technologies, $0.85 for carbon reduction practices, and $0.98 for landfill diversion practices, though water sustainability practices appeal to a largest share of beer buyers. We also find that preferences for sustainability attributes are widely distributed among beer drinkers, largely irrespective of sociodemographic characteristics. The positive price premiums across sustainability attributes suggest beer buyers value sustainable brewing, and brewers could attract new consumers by simultaneously communicating their commitment to sustainability and differentiating their product

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Section: Discussionmentioning

confidence: 99%

Consumer willingness to pay for sustainability attributes in beer: A choice experiment using eco‐labels

et al. 2020

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“…Consumers make decisions very quickly (in seconds) [43], and food marketers exploit this by using eye-catching design features and product claims to attract the sale of products [44]. In this context, FoP nutrient warnings must not only cut through the other design elements and catch a consumer's attention, but also provide information that is quickly but accurately understood and signals relevance to the consumer's subsequent decisions [45]. Secondly, FoP nutrient warnings must motivate the consumer's product choice.…”

Section: Conceptual Modelmentioning

confidence: 99%

Experimental Studies of Front-of-Package Nutrient Warning Labels on Sugar-Sweetened Beverages and Ultra-Processed Foods: A Scoping Review

et al. 2020

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Policies that require front-of-package (FoP) nutrient warnings are becoming increasingly common across the globe as a strategy to discourage excess consumption of sugary drinks and ultra-processed food. However, a better understanding of the pathway through which FoP nutrient warnings work, as well as a review of how outcomes being measured in recent studies map onto this pathway, are needed in order to inform policy on the most effective FoP label design for reducing purchases of ultra-processed foods. This scoping review describes a conceptual model for how FoP nutrient warnings affect consumer behavior, examines which of these outcomes are currently being measured, and summarizes evidence from randomized controlled experiments. Twenty-two studies which experimentally tested nutrient warnings against a control label or other labeling systems were included for full-text review. Our conceptual model includes attention; comprehension, cognitive elaboration, and message acceptance; negative affect and risk perception; behavioral intentions, and behavioral response, along with other elements such as external factors and interpersonal communications. We found that many studies focused on outcomes such as attention, comprehension, and behavioral intentions, but considerable gaps in the evidence remain, particularly for intermediary steps on the pathway to behavioral change, such as negative affect and social interactions. FoP nutrient warnings were visually attended to by consumers, easy to understand, helped consumers identify products high in nutrients of concern, and discouraged them from purchasing these products, although other labeling systems were perceived as containing more information and performed better at helping consumers rank the healthfulness of products. More research is needed to understand whether and how nutrient warnings work in the real world to discourage consumer purchases of sugary drinks and ultra-processed food.

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“…Before consumers decide to purchase a food product, they normally look at the product they are going to purchase; thus, visual attention usually precedes the purchase decision [49,50,51,52]. Previous research has shown that visual attention influences food choice, in that the more visual attention a package or a certain label on a package receives, the more likely it is that this product will be chosen [44,51,52,53,54,55,56,57]. The eye movements, and consequently the visual attention to stimuli, can be measured with an eye tracking device.…”

Section: Introductionmentioning

confidence: 99%

Who Buys Products with Nutrition and Health Claims? A Purchase Simulation with Eye Tracking on the Influence of Consumers’ Nutrition Knowledge and Health Motivation

2019

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Nutrition and health claims are seen as a way of promoting healthy aspects of food. However, the results of previous studies have been contradictory regarding the effect of these claims on purchase. This study aims to achieve a better understanding of how the consumer characteristics ‘nutrition knowledge’ and ‘health motivation’ influence the purchase of products with nutrition and health claims and what role gaze behavior plays. We included gaze behavior in our analysis, as visual attention on the claims is a precondition to its influence on the purchase decision. In a close-to-realistic shopping situation, consumers could choose from three-dimensional orange juice packages labeled with nutrition, health, and taste claims. In total, the sample consisted of 156 consumers. The data were analyzed with a structural equation model (SEM), linking the purchase decision for products with claims to gaze data recorded with a mobile eye tracker and consumer and product-related variables collected via the questionnaire. Results showed that the variables in the SEM explained 31% (8%) of the variance observed in the purchase of products with a nutrition (health) claim. The longer a consumer looked at a specific claim, the more likely the consumer would purchase the respective product. The lower the price and the higher the perceived healthiness and tastiness of the product further heightened its likelihood of being purchased. Interestingly, consumers with higher nutrition knowledge and/or higher health motivation looked longer at the nutrition and health claims; however, these consumer characteristics did not show an effect on the purchase decision. Implications for policy makers and marketers are given.

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On the Measurement of Consumer Preferences and Food Choice Behavior: The Relation Between Visual Attention and Choices

Cited by 43 publications

References 81 publications

Consumer willingness to pay for sustainability attributes in beer: A choice experiment using eco‐labels

Consumer willingness to pay for sustainability attributes in beer: A choice experiment using eco‐labels

Experimental Studies of Front-of-Package Nutrient Warning Labels on Sugar-Sweetened Beverages and Ultra-Processed Foods: A Scoping Review

Who Buys Products with Nutrition and Health Claims? A Purchase Simulation with Eye Tracking on the Influence of Consumers’ Nutrition Knowledge and Health Motivation

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