Consumer preferences for nutritional claims: An exploration of attention and choice based on an eye-tracking choice experiment
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Date
2019
Authors
Ballco, PetjonMagistris, Tiziana de
Caputo, Vincenzina
Journal Title
Journal ISSN
Volume Title
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Journal ContributionArticle
Abstract
Nutritional claim (NC) requirements on food packages are among the most important and influential EU policy measures related to diet and have the capacity to promote healthy eating. This study combines a discrete choice experiment (DCE) method with eye-tracking (ET) technology to assess consumer preferences for multiple NCs in yogurt selection and explores the relationships between the NC preferences and the visual attention paid to these claims and the visual attention and choice decisions. The results indicate that the low-sugar NC was the least-preferred claim in all the models. Overall, the presence of NCs generally increases visual attention in terms of fixation count, which may be linked to an increased likelihood of affecting the final decision to purchase yogurts with NCs.
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Bibliographic citation
Ballco, Petjon; de-Magistris, Tiziana; Caputo, Vincenzina. Consumer preferences for nutritional claims: An exploration of attention and choice based on an eye-tracking choice experiment. Food Research International, 2019, 116, 37-48
AGROVOC subjects
Preferencias de los consumidoresEtiquetado nutricional
Dieta saludable
Estímulos visuales
Elección de alimentos
Other field subjects
AttentionAttribute Non-attendance
Choice
Choice Behavior
Consumer
Consumer Behavior
Dairy-products
Decision Making
Diet, Healthy
Eye Movements
eye tracking
Food
Food choice
Food Labeling
Food Preferences
Health claims
Health Knowledge, Attitudes, Practice
Humans
Information
Nutritional claim
Perception
Segmentation
Surveys and Questionnaires
Sustainability labels
Visual-Attention
WILLINGNESS-TO-PAY
Yogurt
Sponsorship
This work was funded by the Spanish National Institute of Agriculture, Food Research, and Technology: INIA RTA 2013-0092-00-00 “Comportamiento del consumidor en la compra de alimentos con alegaciones nutricionales y/o de salud.” The authors thank the editor, Anderson de Souza Sant'Ana,and two anonymous journal reviewers for their valuable comments and
suggestions, which have helped us to improve the quality of the paper significantly. We also thank Kessels Roselinde for her valuable opinions and suggestions related to the choice design.