Attentional capture and understanding of nutrition labelling: a study based on response times

Abstract

The aim of the present work was to assess the influence of nutrition information format on attentional capture and consumers' understanding. Sixteen labels of two products (yoghurt and pan bread) were designed following a four 2-level factors full factorial design with the following variables: label background design, type of product, nutrition information format and traffic light system. The labels were presented to 178 consumers, who were asked to decide whether the fat/sodium content of each yoghurt/pan bread label was medium or low. Participant responses and reaction times were recorded. Results showed that type of product, nutrition information format and traffic light system significantly affected the time needed by consumers to find the nutrition information and to classify the labels according to their content of a given nutrient. Meanwhile, consumers' understanding of the labels was mostly affected by the content of the nutrient and the presence of the traffic light system.

Keywords::

• nutrition labelling
• consumers' research
• reaction times
• traffic light system

Declaration of interest: The authors report no conflicts of interest. The authors alone are responsible for the content and writing of the paper.