Attention mediates the effect of nutrition label information on consumers’ choice. Evidence from a choice experiment involving eye-tracking

Bialkova, Svetlana; Grunert, Klaus G.; Juhl, Hans Jørn; Wąsowicz, Grażyna; Styśko-Kunkowska, Małgorzata; Trijp, J.C.M. van

doi:10.1016/j.appet.2013.11.021

Cited by 150 publications

(114 citation statements)

References 20 publications

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“…As far as can be ascertained, this is one of the first eye-tracking studies to examine the role of peripheral vision in actual field settings. Thus, the article contributes to the growing stream of eye-tracking research examining how customers' use of visual attention can guide their subsequent choice behavior, purchase decisions, and product preferences (for some other notable examples from the food science literature, see Bialkova et al, 2014;Nijs, Muris, Euser, & Franken, 2010;Van Herpen & Van Trijp, 2011).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Unsold is unseen … or is it? Examining the role of peripheral vision in the consumer choice process using eye-tracking methodology

2018

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a b s t r a c tIn visual marketing, the truism that "unseen is unsold" means that products that are not noticed will not be sold. This truism rests on the idea that the consumer choice process is heavily influenced by visual search. However, given that the majority of available products are not seen by consumers, this article examines the role of peripheral vision in guiding attention during the consumer choice process. In two eye-tracking studies, one conducted in a lab facility and the other conducted in a supermarket, the authors investigate the role and limitations of peripheral vision. The results show that peripheral vision is used to direct visual attention when discriminating between target and non-target objects in an eyetracking laboratory. Target and non-target similarity, as well as visual saliency of non-targets, constitute the boundary conditions for this effect, which generalizes from instruction-based laboratory tasks to preference-based choice tasks in a real supermarket setting. Thus, peripheral vision helps customers to devote a larger share of attention to relevant products during the consumer choice process. Taken together, the results show how the creation of consideration set (sets of possible choice options) relies on both goal-directed attention and peripheral vision. These results could explain how visually similar packaging positively influences market leaders, while making novel brands almost invisible on supermarket shelves. The findings show that even though unsold products might be unseen, in the sense that they have not been directly observed, they might still have been evaluated and excluded by means of peripheral vision. This article is based on controlled lab experiments as well as a field study conducted in a complex retail environment. Thus, the findings are valid both under controlled and ecologically valid conditions.

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Section: Theoretical Frameworkmentioning

confidence: 99%

Unsold is unseen … or is it? Examining the role of peripheral vision in the consumer choice process using eye-tracking methodology

2018

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“…When consumers interpret health-related information on food labels, they must rely on the information available and their existing knowledge (Lahteenmaki, 2015). A number of research studies have focused on evaluating health symbols (Emrich, Mendoza, & L'Abbe, 2012;Emrich et al, 2014), familiarity with them (Lahti-Koski et al, 2012;Neuman, Persson Osowski, Mattsson Sydner, & Fjellstrom, 2014;Vyth et al, 2009;Vyth et al, 2010) and a symbol's influence on consumers' product healthfulness evaluation or choice (Bialkova et al, 2014;Roberto et al, 2012;Steenhuis et al, 2010;Erica van Herpen, Hieke, & van Trijp, 2014;E. Van Herpen, Seiss, & van Trijp, 2012;Erica van Herpen & van Trijp, 2011), but very few have concentrated on consumers' associations with the symbol (Carrillo et al, 2014;Neuman et al, 2014).…”

Section: Accepted M Manuscriptmentioning

confidence: 99%

Front of package symbols as a tool to promote healthier food choices in Slovenia: Accompanying explanatory claim can considerably influence the consumer's preferences

Miklavec

Pravst

Raats

et al. 2016

Food Research International

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“…Eye-tracking technology has led to useful insights into consumers' use of nutritional information on food packages (Antúnez et al, , 2015Ares et al, 2014;van Trijp, 2010, 2011;Bialkova et al, 2013Bialkova et al, , 2014Graham and Jeffery, 2011;Graham et al, in press;Jones and Richardson, 2007;Siegrist et al, 2015;van Herpen and van Trijp, 2011;Visschers et al, 2010). For a review of eye-tracking and nutrition information, see Graham et al (2012).…”

Section: Introductionmentioning

confidence: 99%

Sustainability labels on coffee: Consumer preferences, willingness-to-pay and visual attention to attributes

Loo

Caputo

Nayga

et al. 2015

Ecological Economics

278

201

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Attention mediates the effect of nutrition label information on consumers’ choice. Evidence from a choice experiment involving eye-tracking

Cited by 150 publications

References 20 publications

Unsold is unseen … or is it? Examining the role of peripheral vision in the consumer choice process using eye-tracking methodology

Unsold is unseen … or is it? Examining the role of peripheral vision in the consumer choice process using eye-tracking methodology

Front of package symbols as a tool to promote healthier food choices in Slovenia: Accompanying explanatory claim can considerably influence the consumer's preferences

Sustainability labels on coffee: Consumer preferences, willingness-to-pay and visual attention to attributes

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