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Standing out in the crowd: The effect of information clutter on consumer attention for front-of-pack nutrition labels

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  • Bialkova, Svetlana
  • Grunert, Klaus G.
  • van Trijp, Hans

Abstract

Whether and how information density on front-of-pack design affects consumers’ attention for nutrition labels is explored. The main manipulation concerned the number and type of nutrition labels (directive-, semi-, and non-directive), chromaticity (monochrome vs. traffic light color-coded scheme); number and type of additional design elements; and the distance between the label and additional design elements. Attention was measured by performance in visual search task. Performance was slower with increasing number of additional design elements, and when the label appeared in a dense rather than non-dense area. These effects were modulated by label type and chromaticity. The results show that information density is a key factor for consumer attention to (nutrition) information. Implications for policy makers and food producers who want to optimize package design layout and thus help consumers easily to find nutrition information displayed front of the pack are discussed.

Suggested Citation

  • Bialkova, Svetlana & Grunert, Klaus G. & van Trijp, Hans, 2013. "Standing out in the crowd: The effect of information clutter on consumer attention for front-of-pack nutrition labels," Food Policy, Elsevier, vol. 41(C), pages 65-74.
    • Handle: RePEc:eee:jfpoli:v:41:y:2013:i:c:p:65-74
    DOI: 10.1016/j.foodpol.2013.04.010
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    1. Graham, Dan J. & Orquin, Jacob L. & Visschers, Vivianne H.M., 2012. "Eye tracking and nutrition label use: A review of the literature and recommendations for label enhancement," Food Policy, Elsevier, vol. 37(4), pages 378-382.
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    2. Stranieri, Stefanella & Banterle, Alessandro, 2015. "Consumer Interest in Meat Labelled Attributes: Who Cares?," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 18(4), pages 1-18, November.
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    5. Van Loo, Ellen J. & Caputo, Vincenzina & Nayga, Rodolfo M. & Seo, Han-Seok & Zhang, Baoyue & Verbeke, Wim, 2015. "Sustainability labels on coffee: Consumer preferences, willingness-to-pay and visual attention to attributes," Ecological Economics, Elsevier, vol. 118(C), pages 215-225.
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    7. Thiene, Mara & Scarpa, Riccardo & Longo, Alberto & Hutchinson, George, "undated". "Front of Pack Food Labels and dietary choice determinants: what works and for whom?," 2017 Annual Meeting, July 30-August 1, Chicago, Illinois 261225, Agricultural and Applied Economics Association.
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    10. Takahashi, Ryo & Todo, Yasuyuki & Funaki, Yukihiko, 2018. "How Can We Motivate Consumers to Purchase Certified Forest Coffee? Evidence From a Laboratory Randomized Experiment Using Eye-trackers," Ecological Economics, Elsevier, vol. 150(C), pages 107-121.
    11. Ellen J Van Loo & Carola Grebitus & Rodolfo M Nayga & Wim Verbeke & Jutta Roosen, 2018. "On the Measurement of Consumer Preferences and Food Choice Behavior: The Relation Between Visual Attention and Choices," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 40(4), pages 538-562, December.
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    13. Pomeranz, Jennifer L. & Wilde, Parke & Mozaffarian, Dariush & Micha, Renata, 2019. "Mandating front-of-package food labels in the U.S. – What are the First Amendment obstacles?," Food Policy, Elsevier, vol. 86(C), pages 1-1.
    14. Sonia Capelli & Fanny Thomas, 2020. "To look tasty, let's show the ingredients! Effects of ingredient images on implicit tasty–healthy associations for packaged products," Post-Print hal-02528287, HAL.
    15. Lefoll, Erwin & Günther, Isabel & Veronesi, Marcella, 2022. "Low Demand for Fair Trade Chocolate: Lack of Efficiency, Attention, Knowledge or Trust?," VfS Annual Conference 2022 (Basel): Big Data in Economics 264065, Verein für Socialpolitik / German Economic Association.
    16. Thiene, Mara & Scarpa, Riccardo & Longo, Alberto & Hutchinson, William George, 2018. "Types of front of pack food labels: Do obese consumers care? Evidence from Northern Ireland," Food Policy, Elsevier, vol. 80(C), pages 84-102.
    17. Gautam, Ruskin & Gustafson, Christopher R. & Brooks, Kathleen R., 2017. "Label Position and it Impacts on WTP for Products Containing GMO," 2017 Annual Meeting, July 30-August 1, Chicago, Illinois 258105, Agricultural and Applied Economics Association.

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