Standing out in the crowd: The effect of information clutter on consumer attention for front-of-pack nutrition labels

Bialkova, S. and Grunert, K.G. and Trijp, H.V. (2013) Standing out in the crowd: The effect of information clutter on consumer attention for front-of-pack nutrition labels. Food Policy, 41. pp. 65-74.

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Abstract

Whether and how information density on front-of-pack design affects consumers’ attention for nutrition labels is explored. The main manipulation concerned the number and type of nutrition labels (directive-, semi-, and non-directive), chromaticity (monochrome vs. traffic light color-coded scheme); number and type of additional design elements; and the distance between the label and additional design elements. Attention was measured by performance in visual search task. Performance was slower with increasing number of additional design elements, and when the label appeared in a dense rather than non-dense area. These effects were modulated by label type and chromaticity. The results show that information density is a key factor for consumer attention to (nutrition) information. Implications for policy makers and food producers who want to optimize package design layout and thus help consumers easily to find nutrition information displayed front of the pack are discussed.

Item Type: Article
Additional Information: This research was supported by the 7th EU Framework Programme Small Collaborative Project FLABEL (Contract No. 211905).
Uncontrolled Keywords: Consumers, Attention, Nutrition labels, Information density, Package design optimization
Author Affiliation: MAPP Centre for Research on Customer Relations in the Food Sector, Aarhus University, Denmark
Subjects: Social Sciences > Marketing
Postharvest Management > Food Technology
Social Sciences > Postharvest Management > Food Technology

Statistics and Experimentation
Divisions: General
Depositing User: Mr Balakrishna Garadasu
Date Deposited: 25 May 2013 14:42
Last Modified: 25 May 2013 14:42
Official URL: http://dx.doi.org/10.1016/j.foodpol.2013.04.010
URI: http://eprints.icrisat.ac.in/id/eprint/10617

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