The study
The results of the laboratory experiment that was conducted in Warsaw have been published in the scientific journal Public Health Nutrition. Using mobile eye-tracking technology, the study analyzed the impact of certain elements implemented on the product packaging (especially health marks and traffic light color-coding) on consumer gaze behavior. Gaze behavior is highly relevant because consumer decision-making is often habitualized or impulsive, meaning without any cognitive control. For these decision-making patterns, visual perception as selective process is of decisive importance.
Results
The study showed that, in the absence of traffic light color-coding, health marks on nutrition labels reduced visual attention to the packaging. This effect did not occur when traffic light colors were present on the packaging as well. The combination of health marks and traffic light color-coding (vs. presenting traffic light colors only) made consumers choose more healthful products, according to the nutrient profile. This is a positive sign, given the importance of finding effective instruments to combat the prevalence of obesity.
Implications
The combination of numeric nutritional information (here: energy [calories, fat, saturated fats, sugar, and salt) with health marks (here: healthy choice tick) and traffic light colors (here: referring to the four nutrients) was most effective in supporting healthy food choices. Although it cannot be guaranteed that consumers will also eat healthier at home, their buying-behavior can be influenced by nutrition labeling, without having to increase the situational involvement of consumers. These findings are very important, because shoppers do not want to loose time when they do their grocery shopping, and this is why consumers often waive of extensive decision-making.
Contact
Department of Sport & Health Management
Prof. Dr. Jörg Königstorfer
Secretary: Mirjam Eggers
Uptown München Campus D
Georg-Brauchle-Ring 60/62
80992 Munich
Phone: +49.89.289.24559
Fax +49.89.289.24642