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Objectives 1) To assess whether Front-of-Pack (FOP) nutrition labels garner attention more readily than more complete, mandated nutrition information (the Nutrition Facts Panel (NFP), required in the US), and 2) To determine whether label design characteristics, specifically, color coding and/or coding with facial icons, increase attention to the FOP label. Methods In two experiments, we tracked the allocation of attention while participants (n=125) viewed novel and commercial packages with varied FOP designs using a change detection methodology. Results We found empirical evidence that FOP labels are attended more often, and earlier, than the currently mandated NFP, and that this benefit is due both to its placement on the front of the package and to the design characteristics of the FOP. Specifically, the use of color in FOPs increased attention to the label, but there was no evidence that coding information via facial icons impacted attention. Conclusions Our work supports a growing body of evidence supporting the use of FOP labels to attract attention to nutritional information. Findings may be relevant to inform policy decisions on labeling standards.

Critical real-world visual search tasks such as radiology and baggage screening rely on the detection of rare targets. When targets are rare, observers search for a relatively short amount of time and have a high miss rate, a pattern of results known as the low prevalence effect. Attempts to improve the search for rare targets have been unsuccessful or resulted in an increase in detections at the price of more false alarms. As an alternative to improving visual search performance through experimental manipulations, an individual differences approach found that those with higher working memory capacity were better at finding rare targets. We build on the individual differences approach and assess 141 observers’ visual working memory capacity (vWMC), vigilance, attentional control, big five personality traits, and performance in both high and low prevalence search tasks. vWMC, vigilance, attentional control, high prevalence visual search performance, and level of introversion were all significant predictors of low prevalence search accuracy, and together account for more than 50% of the variance in search performance. With the exception of vigilance, these factors are also significant predictors of reaction time; better performance was associated with longer reaction times, suggesting these factors identify observers who maintain relatively high quitting thresholds, even with low target prevalence. Our results suggest that a quick and easy-to-administer battery of tasks can identify observers who are likely to perform well in low prevalence search tasks, and these predictor variables are associated with higher quitting thresholds, leading to higher accuracy.

The probability of missing a target increases in low target prevalence search tasks. Wolfe and Van Wert (2010) propose 2 causes of this effect: reducing the quitting threshold, and conservatively shifting the decision making criterion used to evaluate each item. Reducing the quitting threshold predicts that target absent responses will be made without fully inspecting the display, increasing misses due to never inspecting the target (selection errors). The shift in decision criterion increases the likelihood of failing to recognize an inspected target (identification errors). Though there is robust evidence that target prevalence rates shift quitting thresholds, the proposed shift in decision making criterion has little support. In Experiment 1 we eye-tracked participants during searches of high, medium, and low prevalence. Eye movements were used to classify misses as selection or identification errors. Identification errors increased as prevalence decreased, supporting the claim that decision criterion becomes more conservative as prevalence decreases. In addition, as prevalence decreased, the dwell time on targets increased while dwell times on distractors decreased. We propose that the effect of prevalence on decision making for individual items is best modeled as a shift in criterion in a drift diffusion model, rather than signal detection, as drift diffusion accounts for this pattern of decision times. In Experiment 2 we replicate these findings while presenting stimuli in an rapid serial visual presentation (RSVP) stream. Experiments 1 and 2 were consistent with the conclusion that prevalence rate influences the item-by-item decision criterion, and are consistent with a drift diffusion model of this decision process. (PsycINFO Database Record

BackgroundFront of pack (FOP) nutrition labels are concise labels located on the front of food packages that provide truncated nutrition information. These labels are rapidly gaining prominence worldwide, presumably because they attract attention and their simplified formats enable rapid comparisons of nutritional value.MethodsEye tracking was conducted as US consumers interacted with actual packages with and without FOP labels to (1) assess if the presence of an FOP label increases attention to nutrition information when viewers are not specifically tasked with nutrition-related goals; and (2) study the effect of FOP presence on consumer use of more comprehensive, traditional nutrition information presented in the Nutritional Facts Panel (NFP), a mandatory label for most packaged foods in the US.ResultsOur results indicate that colored FOP labels enhanced the probability that any nutrition information was attended, and resulted in faster detection and longer viewing of nutrition information. However, for cereal packages, these benefits were at the expense of attention to the more comprehensive NFP. Our results are consistent with a potential short cut effect of FOP labels, such that if an FOP was present, participants spent less time attending the more comprehensive NFP. For crackers, FOP labels increased time spent attending to nutrition information, but we found no evidence that their presence reduced the time spent on the nutrition information in the NFP.ConclusionsThe finding that FOP labels increased attention to overall nutrition information by people who did not have an explicit nutritional goal suggests that these labels may have an advantage in conveying nutrition information to a wide segment of the population. However, for some food types this benefit may come with a short-cut effect; that is, decreased attention to more comprehensive nutrition information. These results have implications for policy and warrant further research into the mechanisms by which FOP labels impact use of nutrition information by consumers for different foods.