Eye tracking and nutrition label use: A review of the literature and recommendations for label enhancement |
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Authors: | Dan J Graham Jacob L Orquin Vivianne HM Visschers |
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Institution: | 1. Division of Epidemiology and Community Health, School of Public Health, University of Minnesota, Twin Cities, 1300 South 2nd Street, Suite 300, Minneapolis, MN 55454, United States;2. Department of Business Administration, Business and Social Sciences, Aarhus University, Haslegaardsvej 10, 8210 Aarhus, Denmark;3. ETH Zurich, Institute for Environmental Decisions (IED), Consumer Behavior, Universitaetsstrasse 22, CHN J75.2, 8092 Zurich, Switzerland |
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Abstract: | Nutrition labels on food packages are among the most prominent and far-reaching policy measures related to diet and have the capacity to promote healthy eating. Unfortunately, certain nutrition label characteristics may impede consumer detection and comprehension of labels. Research using precise cameras monitoring consumer visual attention (i.e., eye tracking) has begun to identify ways in which label design could be modified to improve consumers’ ability to locate and effectively utilize nutrition information. The present paper reviews all published studies of nutrition label use that have utilized eye tracking methodology, identifies directions for further research in this growing field, and makes research-based recommendations for ways in which labels could be modified to improve consumers’ ability to use nutrition labels to select healthful foods. |
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Keywords: | Eye tracking Nutrition labeling Review Visual attention |
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