Capturing consumers' visual attention toward sugar-reduction information – Focusing on sugar-reduced beverages using eye-tracking experiments
ISSN: 0007-070X
Article publication date: 7 July 2023
Issue publication date: 10 October 2023
Abstract
Purpose
This study analyzed the factors affecting visual attention toward sugar-reduction information (SRI) on sugar-reduced beverages (SRBs) and identified the most optimal SRI type and location using eye-tracking. The eye-tracking results were compared with those of a self-reported questionnaire.
Design/methodology/approach
An eye-tracking experiment was conducted on 50 Korean people in their 20s and 30s to analyze implicit responses. Subsequently, a self-reported questionnaire was administered to analyze explicit responses, facilitating the investigation of perceptions, attitudes, preferences, intentions to purchase SRBs, and preferred SRI types and positions.
Findings
The results were as follows. First, personal trait-, state-, and product-related factors were found to affect eye movement in relation to SRI. Second, eye-tracking revealed that SRI types and locations that drew long-lasting fixation and attracted considerable attention were similar to those preferred in the self-reported questionnaire. Therefore, to efficiently convey information on SRBs, SRI should be combined with a graphic, and not merely a word, and placed in the upper-right corner, exhibiting consistency with the results of two previous experiments.
Originality/value
This study specifically focused on considering personal and product-related traits while conducting an eye-tracking experiment to investigate the factors that attract consumers' attention. Furthermore, this study is the first to investigate the use of SRI labels to promote SRB selection. What is significant is that both explicit and implicit responses were assessed and compared via a self-reported survey and eye-tracking experiments for various SRB categories.
Keywords
Citation
Ahn, S.E., Oh, J. and Cho, M.S. (2023), "Capturing consumers' visual attention toward sugar-reduction information
Publisher
:Emerald Publishing Limited
Copyright © 2023, Emerald Publishing Limited