Visual information influences consumer fast-food choices

Abstract

Purpose – The purpose of this paper is to investigate the influence of visual information cues such as a heart icon vs the calories and fat content on the selection of healthy food in fast-food restaurants (FFRs). Design/methodology/approach – An online survey design providing a fast-food menu was implemented to collect responses from the participants. The survey respondents were recruited from a large South-western university in the USA. The research model was tested using logistic regression. Findings – Data analysis shows that visual information plays a significant role in healthy food selection in FFRs. The authors findings show that the heart icons have a statistically significant effect on food choices, while calories and fat content information did not affect the participants’ selections vs no information. Originality/value – Dietary choices and obesity are a serious social concern. This study provides support for the effect of a heart icon symbol on food choice in fast-food selection. The implication is that labelling FFR menus with symbols such as our heart icon will have a positive impact on healthy food selection vs the more usual inclusion of calorie and fat information.

A Meta-Analysis to Determine the Impact of Restaurant Menu Labeling on Calories and Nutrients (Ordered or Consumed) in U.S. Adults

“…After eliminating duplicates, 21,239 studies were included in the title reading stage and 436 studies were retained for abstract evaluation. Fifty-six full-text publications were included in the full-text review and 42 were excluded [ 36 , 56 , 57 , 58 , 59 , 60 , 61 , 62 , 63 , 64 , 65 , 66 , 67 , 68 , 69 , 70 , 71 , 72 , 73 , 74 , 75 , 76 , 77 , 78 , 79 , 80 , 81 , 82 , 83 , 84 , 85 , 86 , 87 , 88 , 89 , 90 , 91 , 92 , 93 , 94 , 95 , 96 ]. Five studies [ 51 , 97 , 98 , 99 , 100 ] classified as “A” and nine [ 50 , 101 , 102 , ...…”

Does labelling of healthy foods on menus using symbols promote better choices at the point-of-purchase?

“…Studies that include mostly young adult participants have found mixed results with the implementation of different menu labelling formats (43)(44)(45)(46)(47)(48)(49) . In the present study, one-third of the sample did not notice the symbols, and only 30 % of those who noticed them (20 % of the total sample) reported being influenced by them, and this was dependent on the purchase factors that consumers considered most important such as taste and price, and what they considered as barriers to purchasing healthy foods.…”