Eye-Tracking
In the eye of the beholder: Investigating attention to labeling using eye-tracking technology
Brief description:
Front-of-package labels (FOPL), such as the European Nutri-Score (NutS) or the Israeli FOPL system (IFS), serve as simplified nutritional information on the front of food packages, aiming to support healthier food choices among the population. A prerequisite for this is the visual perception of the FOPL. Therefore, the aim of this study is to identify differences in the subjective perception, evaluation, and usage of NutS and IFS, and to determine possible factors influencing the visual perception of these two labeling systems.
Using eye-tracking technology, the visual perception of NutS and IFS was measured in a within-subject experiment with participants from Germany and Israel. Subsequently, questionnaires were used to assess potential influencing factors on visual perception, such as nutritional and label knowledge, as well as subjective evaluation and usage of the labeling systems, which were then analyzed.
IFS was rated more positively than NutS regarding ease of understanding, information provided about nutritional quality, trustworthiness, and assistance in making healthy product choices. In the overall sample, both labeling systems demonstrated comparable visual perception, with IFS being fixated on more frequently. Significant influencing factors identified were the label model and the interaction between label model and label system. The NutS C-E grades and two or three red warning labels on the IFS increased FD and FC. The evaluation of NutS and the frequency of FOPL use when shopping also appear to influence visual perception. The interaction between labeling system and country of origin was identified as the strongest predictor for all three visual dimensions (FD, FC, TF). While the respective "foreign" label system increased visual perception in terms of FD and FC, the domestic label system led to faster fixation.
The design of the label, its evaluation, and its usage can be identified as levers for better visual perception and processing, and thus for potential everyday usage, providing relevant starting points for further research approaches and health policy decisions.
Duration of the project:
2022 – now
Project team:
Prof. Nanette Stroebele-Benschop
In cooperation with:
Funding:
University of Hohenheim - Hebrew University Faculties of Agriculture Collaborative Research Funding 2022/23