Skip to main content
×
Home
    • Aa
    • Aa

Predictors of nutrition label viewing during food purchase decision making: an eye tracking investigation

  • Dan J Graham (a1) and Robert W Jeffery (a1)
Abstract
AbstractObjective

Nutrition label use could help consumers eat healthfully. Despite consumers reporting label use, diets are not very healthful and obesity rates continue to rise. The present study investigated whether self-reported label use matches objectively measured label viewing by monitoring the gaze of individuals viewing labels.

Design

The present study monitored adults viewing sixty-four food items on a computer equipped with an eye-tracking camera as they made simulated food purchasing decisions. ANOVA and t tests were used to compare label viewing across various subgroups (e.g. normal weight v. overweight v. obese; married v. unmarried) and also across various types of foods (e.g. snacks v. fruits and vegetables).

Setting

Participants came to the University of Minnesota's Epidemiology Clinical Research Center in spring 2010.

Subjects

The 203 participants were ⩾18 years old and capable of reading English words on a computer 76 cm (30 in) away.

Results

Participants looked longer at labels for ‘meal’ items like pizza, soup and yoghurt compared with fruits and vegetables, snack items like crackers and nuts, and dessert items like ice cream and cookies. Participants spent longer looking at labels for foods they decided to purchase compared with foods they decided not to purchase. There were few between-group differences in nutrition label viewing across sex, race, age, BMI, marital status, income or educational attainment.

Conclusions

Nutrition label viewing is related to food purchasing, and labels are viewed more when a food's healthfulness is ambiguous. Objectively measuring nutrition label viewing provides new insight into label use by various sociodemographic groups.

  • View HTML
    • Send article to Kindle

      To send this article to your Kindle, first ensure coreplatform@cambridge.org is added to your Approved Personal Document E-mail List under your Personal Document Settings on the Manage Your Content and Devices page of your Amazon account. Then enter the ‘name’ part of your Kindle email address below. Find out more about sending to your Kindle.

      Note you can select to send to either the @free.kindle.com or @kindle.com variations. ‘@free.kindle.com’ emails are free but can only be sent to your device when it is connected to wi-fi. ‘@kindle.com’ emails can be delivered even when you are not connected to wi-fi, but note that service fees apply.

      Find out more about the Kindle Personal Document Service.

      Predictors of nutrition label viewing during food purchase decision making: an eye tracking investigation
      Available formats
      ×
      Send article to Dropbox

      To send this article to your Dropbox account, please select one or more formats and confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your Dropbox account. Find out more about sending content to Dropbox.

      Predictors of nutrition label viewing during food purchase decision making: an eye tracking investigation
      Available formats
      ×
      Send article to Google Drive

      To send this article to your Google Drive account, please select one or more formats and confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your Google Drive account. Find out more about sending content to Google Drive.

      Predictors of nutrition label viewing during food purchase decision making: an eye tracking investigation
      Available formats
      ×
Copyright
Corresponding author
*Corresponding author: Email djgraham@umn.edu
Linked references
Hide All

This list contains references from the content that can be linked to their source. For a full set of references and notes please see the PDF or HTML where available.

1.H Eyre , R Kahn , RM Robertson (2004) Preventing cancer, cardiovascular disease, and diabetes: a common agenda for the American Cancer Society, the American Diabetes Association, and the American Heart Association. Circulation 109, 32443255.

3.G Cowburn & L Stockley (2005) Consumer understanding and use of nutrition labelling: a systematic review. Public Health Nutr 8, 2128.

4.K Grunert & J Wills (2007) A review of European research on consumer response to nutrition information on food labels. J Public Health 15, 385399.

5.KG Grunert , JM Wills & L Fernandez-Celemin (2010) Nutrition knowledge, and use and understanding of nutrition information on food labels among consumers in the UK. Appetite 55, 177189.

6.G Jones & M Richardson (2007) An objective examination of consumer perception of nutrition information based on healthiness ratings and eye movements. Public Health Nutr 10, 238244.

9.K Rayner (1998) Eye movements in reading and information processing: 20 years of research. Psychol Bull 124, 372422.

11.F Faul , E Erdfelder , AG Lang (2007) G*Power 3: a flexible statistical power analysis program for the social, behavioral, and biomedical sciences. Behav Res Methods 39, 175191.

12.DJ Graham & RW Jeffery (2011) Location, location, location: eye tracking evidence that consumers preferentially view prominently positioned nutrition information. J Am Diet Assoc (In the Press).

13.JF Guthrie , JJ Fox , LE Cleveland (1995) Who uses nutrition labeling, and what effects does label use have on diet quality? J Nutr Educ 27, 163172.

14.RM Nayga , D Lipinski & N Savur (1998) Consumers’ use of nutritional labels while food shopping and at home. J Consum Aff 32, 106120.

16.K Balcombe , I Fraser & S Di Falco (2010) Traffic lights and food choice: a choice experiment examining the relationship between nutritional food labels and price. Food Policy 35, 211220.

17.LA Sutherland , LA Kaley & L Fischer (2010) Guiding stars: the effect of a nutrition navigation program on consumer purchases at the supermarket. Am J Clin Nutr 91, 1090S1094S.

Recommend this journal

Email your librarian or administrator to recommend adding this journal to your organisation's collection.

Public Health Nutrition
  • ISSN: 1368-9800
  • EISSN: 1475-2727
  • URL: /core/journals/public-health-nutrition
Please enter your name
Please enter a valid email address
Who would you like to send this to? *
×

Keywords: