title: Predicting visual attention to nutrition information on food products: the influence of motivation and ability.
abstract: Obesity is linked to numerous diseases including heart disease, diabetes, and cancer. To address this issue, food and beverage manufacturers as well as health organizations have developed nutrition symbols and logos to be placed on the front of food packages to guide consumers to more healthful food choices. In 2010, the U.S. Food and Drug Administration requested information on the extent to which consumers notice, use, and understand front-of-package nutrition symbols. In response, this study used eye-tracking technology to explore the degree to which people pay visual attention to the information contained in food nutrition labels and front-of-package nutrition symbols. Results indicate that people with motivation to shop for healthful foods spent significantly more time looking at all available nutrition information compared to people with motivation to shop for products on the basis of taste. Implications of these results for message design, food labeling, and public policy are discussed.
authors.affiliation: a Department of Prevention and Community Health , George Washington University , Washington , District of Columbia , USA.
authors.forename: Monique Mitchell
authors.initials: MM
authors.lastname: Turner
authors.forename: Christine
authors.initials: C
authors.lastname: Skubisz
authors.forename: Sejal Patel
authors.initials: SP
authors.lastname: Pandya
authors.forename: Meryl
authors.initials: M
authors.lastname: Silverman
authors.forename: Lucinda L
authors.initials: LL
authors.lastname: Austin
mesh_terms: D000293:Adolescent; D001288:Attention; D002755:Choice Behavior; D004032:Diet / Q000523:psychology*; D005133:Eye Movements; D005260:Female; D005515:Food Labeling; D057220:Health Literacy; D006801:Humans; D008297:Male; D008960:Models, Psychological; D009042:Motivation; D018673:Nutrition Policy; D013561:Symbolism; D014481:United States; D055815:Young Adult