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Behavioural effects of directive cues on front-of-package nutrition information: the combination matters!

机译：指令提示对包装前营养信息的行为影响：组合很重要！

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Objective: Nutrition information aims to reduce information asymmetries between manufacturers and consumers. To date, however, it remains unclear how nutrition information that is shown on the front of the packaging should be designed in order to increase both visual attention and the tendency to make healthful food choices. The present study aimed to address this gap in research. Design: An experimental laboratory study applying mobile eye-tracking technology manipulated the presence of two directive cues, i.e. health marks and traffic light colour-coding, as part of front-of-package nutrition information on actual food packages. Setting: Participants wore mobile eye-tracking glasses during a simulated shopping trip. After the ostensible study had finished, they chose one snack (from an assortment of fifteen snacks) as a thank you for participation. All products were labelled with nutrition information according to the experimental condition. Subjects: Consumers (n 160) who were mainly responsible for grocery shopping in their household participated in the study. Results: The results showed that, in the absence of traffic light colouring, health marks reduced attention to the snack food packaging. This effect did not occur when the colouring was present. The combination of the two directive cues (v. presenting traffic light colours only) made consumers choose more healthful snacks, according to the nutrient profile. Conclusions: Public policy makers may recommend retailers and manufacturers implement consistent front-of-pack nutrition labelling that contains both health marks and traffic light colouring as directive cues. The combination of the cues may increase the likelihood of healthful decision making
机译：目标：营养信息旨在减少制造商和消费者之间的信息不对称。然而，迄今为止，仍不清楚如何设计包装正面显示的营养信息，以增加视觉注意力和选择健康食品的趋势。本研究旨在解决这一研究空白。设计：一项采用移动眼动追踪技术的实验性实验室研究操纵了两种指示性提示的存在，即健康标志和交通信号灯颜色编码，作为实际食品包装上包装前营养信息的一部分。布置：参与者在模拟购物之旅中戴了移动眼动仪。表面上的研究结束后，他们选择了一种零食（从15种零食中选出）来感谢您的参与。根据实验条件，所有产品均贴有营养信息。研究对象：主要负责家庭杂货购物的消费者（160名）参加了该研究。结果：结果表明，在没有交通信号灯着色的情况下，健康标记会减少对休闲食品包装的关注。存在着色时不会发生这种效果。根据营养成分，两种指示提示（仅显示交通信号灯颜色）的组合使消费者选择了更健康的零食。结论：公共政策制定者可能会建议零售商和制造商实施一致的包装前营养标签，其中应包含健康标志和交通信号灯颜色作为指示提示。提示的组合可能会增加做出健康决策的可能性

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