An objective examination of consumer perception of nutrition information based on healthiness ratings

Jones, G. ORCID: 0000-0003-3867-9947 and Richardson, M., 2007. An objective examination of consumer perception of nutrition information based on healthiness ratings. Public Health Nutrition, 10 (3), pp. 238-244. ISSN 1475-2727

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Objective. Previous research on nutrition labelling has mainly used subjective measures. This study examines the effectiveness of two types of nutrition label using two objective measures: eye movements and healthiness ratings. Design. Eye movements were recorded while participants made healthiness ratings for two types of nutrition label: standard and standard plus the Food Standards Agency’s ‘traffic light’ concept. Setting. University of Derby, UK. Subjects. 92 participants (mean age 31.5 years) were paid for their participation. None of the participants worked in the areas of food or nutrition. Results. For the standard nutrition label, participant eye movements lacked focus and their healthiness ratings lacked accuracy. The traffic light system helped to guide the attention of the consumer to the important nutrients and improved the accuracy of the healthiness ratings of nutrition labels. Conclusions. Consumer’s have a lack of knowledge regarding how to interpret nutrition information for standard labels. The traffic light concept helps to ameliorate this problem by indicating important nutrients to pay attention to.

Item Type: Journal article
Publication Title: Public Health Nutrition
Creators: Jones, G. and Richardson, M.
Publisher: Cambridge University Press
Date: 2007
Volume: 10
Number: 3
ISSN: 1475-2727
Rights: © Cambridge University Press 2007
Divisions: Schools > School of Social Sciences
Record created by: EPrints Services
Date Added: 09 Oct 2015 11:11
Last Modified: 09 Jun 2017 13:52

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