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Consumers Dont Pay As Much Attention to Nutrition Fact Labels As They
Think
by Jacqueline Leskovec
National Network of Libraries of Medicine
http://nnlm.gov/bhic/2011/10/28/consumers-attention-labels-as-they-think/
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Nutrition Facts labels have been used for decades on many food products.
Are these labels read in detail by consumers when making purchases? Do
people read only certain portions of the labels? According to a new study
published in the November issue of the Journal of the American Dietetic
Association, consumers self-reported viewing of Nutrition Facts label
components was higher than objectively measured viewing using an
eye-tracking device. Researchers also determined that centrally located
Nutrition Facts labels are viewed more frequently and for longer than
those located peripherally.
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The results of this study suggest that consumers have a finite attention
span for Nutrition Facts labels: although most consumers did view labels,
very few consumers viewed every component on any label, according to
investigators Dan J. Graham, PhD, and Robert W. Jeffrey, PhD, Division of
Epidemiology and Community Health, University of Minnesota, Twin Cities.
http://bit.ly/vDcEWE [American Dietetic Association]
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This entry was posted on Friday, October 28th, 2011 at 10:47 am and is
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Consumers Dont Pay As Much Attention to Nutrition Fact Labels As They
Think
Monday, October 24, 2011
New Eye-Tracking Study Published in the Journal of the American Dietetic
Association
Eileen Leahy
Elsevier
Tel: 732/238-3628
[log in to unmask]
Ryan OMalley
American Dietetic Association
Tel: 800/877-1600, ext. 4769
[log in to unmask]
http://www.eatright.org/Media/content.aspx?id=6442466339
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Nutrition Facts labels have been used for decades on many food products.
Are these labels read in detail by consumers when making purchases? Do
people read only certain portions of the labels? According to a new study
published in the November issue of the Journal of the American Dietetic
Association, consumers' self-reported viewing of Nutrition Facts label
components was higher than objectively measured viewing using an
eye-tracking device. Researchers also determined that centrally located
Nutrition Facts labels are viewed more frequently and for longer than
those located peripherally.
.
"The results of this study suggest that consumers have a finite attention
span for Nutrition Facts labels: although most consumers did view labels,
very few consumers viewed every component on any label," according to
investigators Dan J. Graham, PhD, and Robert W. Jeffrey, PhD, Division of
Epidemiology and Community Health, University of Minnesota, Twin Cities.
"These results differed from the self-reported survey responses describing
typical grocery shopping and health behaviors submitted by the
participants."
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Currently most US Nutrition Facts labels are positioned peripherally, not
centrally, on food packages and, as such, may be less likely than they
could be to catch and hold the eye of a potential consumer, according to
the study.
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In a simulated grocery shopping exercise, 203 participants observed 64
different grocery products displayed on a computer monitor. Each screen
contained three elements, the well-known Nutrition Facts label, a picture
and list of ingredients, and a description of the product with price and
quantity information. These three elements were presented so that one
third of the participants each saw the Nutrition Facts label on the left,
right, and center. Each subject was asked whether they would consider
buying the product. Participants were aware that their eye movements would
be tracked, but unaware that the study focus was nutrition information.
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Using a computer equipped with an eye-tracking device, investigators
observed that most consumers view label components at the top more than
those at the bottom. Further data suggest that the average consumer reads
only the top five lines on a Nutrition Facts label.
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Self-reported viewing of Nutrition Facts label components was higher than
objectively measured viewing. 33% of participants self-reported that they
almost always look at calorie content on Nutrition Facts labels, 31%
reported that they almost always look at the total fat content, 20% said
the same for trans-fat content, 24% for sugar content, and 26% for serving
size. However, only 9% of participants actually looked at calorie count
for almost all of the products in this study, and about 1% of participants
looked at each of these other components (total fat, trans fat, sugar, and
serving size) on almost all labels.
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snip
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Sincerely,
David Dillard
Temple University
(215) 204 - 4584
[log in to unmask]
http://daviddillard.businesscard2.com
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The Russell Conwell Learning Center Research Guide:
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and also http://gallery.me.com/neemers1
http://www.flickr.com/photos/neemers/
Twitter: davidpdillard
Bushell, R. & Sheldon, P. (eds),
Wellness and Tourism: Mind, Body, Spirit,
Place, New York: Cognizant Communication Books.
Wellness Tourism: Bibliographic and Webliographic Essay
David P. Dillard
http://tinyurl.com/p63whl
http://tinyurl.com/ou53aw
INDOOR GARDENING
Improve Your Chances for Indoor Gardening Success
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in search results for Net-Gold and related lists.
The Net-Gold relationship with JIGLU has
been terminated by JIGLU and these are dead links.
http://groups.yahoo.com/group/Net-Gold/message/30664
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