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Visual Attention's Influence on Consumers’ Willingness‐to‐Pay for Processed Food Products

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  • Alicia L. Rihn
  • Chengyan Yue

Abstract

ABSTRACT The primary objective of our study was to investigate the impact of extrinsic cues (specifically production method, origin, and nutrient content claim labels) on consumers’ willingness‐to‐pay (WTP) for processed foods (apple juice and salad mix). Data were collected using an experimental auction in combination with eye‐tracking analysis. Tobit models were used to analyze the data. We found that participants were willing to pay a premium for local or domestically produced apple juice. Organic production methods positively impacted participants’ WTP for both products. Additionally, results suggest that consumer visual attention increases for important product attributes that positively or negatively impact their WTP bids. Supply chain members (producers, processors, and retailers) can promote important product attributes using labels and in‐store promotions to give consumers additional information and influence their food selection preferences. In turn, these promotions may help supply chain members acquire additional customers and encourage healthy consumption patterns. [EconLit citations: D120, M310]

Suggested Citation

  • Alicia L. Rihn & Chengyan Yue, 2016. "Visual Attention's Influence on Consumers’ Willingness‐to‐Pay for Processed Food Products," Agribusiness, John Wiley & Sons, Ltd., vol. 32(3), pages 314-328, July.
    • Handle: RePEc:wly:agribz:v:32:y:2016:i:3:p:314-328
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    File URL: http://hdl.handle.net/10.1002/agr.21452
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    3. Picardy, Jamie Ann & Cash, Sean B. & Peters, Christian, . "Uncommon Alternative: Consumers’ Willingness to Pay for Niche Pork Tenderloin in New England," Journal of Food Distribution Research, Food Distribution Research Society, vol. 51(2).
    4. Krzysztof Solarz & Magdalena Raftowicz & Marian Kachniarz & Agnieszka Dradrach, 2023. "Back to Locality? Demand Potential Analysis for Short Food Supply Chains," IJERPH, MDPI, vol. 20(4), pages 1-14, February.
    5. Rihn, Alicia & Wei, Xuan & Khachatryan, Hayk, 2019. "Text vs. logo: Does eco-label format influence consumers’ visual attention and willingness-to-pay for fruit plants? An experimental auction approach," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 82(C).
    6. 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.
    7. Balcombe, Kelvin & Fraser, Iain & Williams, Louis & McSorley, Eugene, 2017. "Examining the relationship between visual attention and stated preferences: A discrete choice experiment using eye-tracking," Journal of Economic Behavior & Organization, Elsevier, vol. 144(C), pages 238-257.
    8. Maurizio Canavari & Andreas C. Drichoutis & Jayson L. Lusk & Rodolfo M. Nayga, Jr., 2018. "How to run an experimental auction: A review of recent advances," Working Papers 2018-5, Agricultural University of Athens, Department Of Agricultural Economics.
    9. Carola Grebitus & Ellen J. Van Loo, 2022. "Relationship between cognitive and affective processes, and willingness to pay for pesticide‐free and GMO‐free labeling," Agricultural Economics, International Association of Agricultural Economists, vol. 53(3), pages 407-421, May.
    10. Wang, Qiuzhen & Ma, Da & Chen, Hanyue & Ye, Xuhong & Xu, Qing, 2020. "Effects of background complexity on consumer visual processing: An eye-tracking study," Journal of Business Research, Elsevier, vol. 111(C), pages 270-280.
    11. Konrád Kiss & Csaba Ruszkai & Antónia Szűcs & Gábor Koncz, 2020. "Examining the Role of Local Products in Rural Development in the Light of Consumer Preferences—Results of a Consumer Survey from Hungary," Sustainability, MDPI, vol. 12(13), pages 1-24, July.

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