Results from a combination of eye tracking and discrete choice
Nutrition information and health claims have the capacity to help consumers choosing healthier food products. Increasing the efficacy of health cues by optimising the presentation format has recently received increasing attention. Psychological vision research has identified a number of factors which have the potential to influence human decision making as bottom-up effects by guiding and increasing attention towards these cues. Only few studies so far have analysed how the presentation format of health cues affects consumer attention and most of those studies are limited to one factor (Graham, Orquin & Visschers, 2012). Also, little is known to what degree increased attention to health cues affects decision making and results into a higher choice likelihood. This study contributes by simultaneously examining the effect of four presentation format factors label location, label size, label saliency and package clutter on attention and choice, allowing a direct comparison of the relative effect size for each of these four factors on attention and choice likelihood. The organic logo was chosen as a suitable health claim for this study, as consumers were repeatedly shown to perceive it as a very strong health cue (Orquin & Scholderer, 2011). The manipulation of the organic claim’s presentation format was integrated in a discrete choice experiment for fruit yoghurt products, where respondents were required to trade off the product attributes brand, aroma, fat content, organic claim, keyhole logo and price. Simulating a natural choice from a retail shelf, choice alternatives were presented as graphical product mock-ups. In a within-subject design, the presentation format of the organic claim was manipulated across the choice sets to assess the effect of presentation format on product choice, while attention was measured with an eye tracker. To summarise, the presentation addresses the following research questions: 1) To what extent does the change in presentation format increase attention to the organic claim? 2) To which degree does a change in attention to the health cue increase choice likelihood? 3) How do various health cue presentation formats differ in their impact on attention and choice? This research provides insights for policy makers aiming to increase the efficacy of health cues for consumer food choice. Food product marketers can benefit from these results, which provide recommendations for optimal food packaging design.
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5th European conference on sensory and consumer research, 2012