Recognising that food labelling can only have an effect on informed healthy choices if the consumer is exposed to the label, pays attention to it (either consciously or subconsciously), and the information is taken into the perceptual system (reading), this work package will research attention and reading of labels.
Most previous research has investigated label perception and use after forced exposure and largely from a conscious information processing point of view. This work package extends that insight by focussing also on unconscious effects obtained from behavioural and psycho-physiological methods to identify key determinants in label features, product (category) and shelf organisation factors, and characteristics of the choice task.
The consortium partners will identify and quantify key determinants of consumers’ attention to and reading of food labels in realistic situations. Special attention will be directed towards understanding key determinants of how labels will attract attention from children and from mothers purchasing children products.
The consortium partners will use state-of-the-art technology and facilities to track conscious and subconscious indicators of consumer attention to and reading of food labels.
Focus groups will be conducted in selected countries to assess and quantify the (relative) impact of key determinants in driving consumer attention and reading of nutrition labels.
