Assessing attentional prioritization of front-of-pack nutrition labels using change detection.

We used a change detection method to evaluate attentional prioritization of nutrition information that appears in the traditional "Nutrition Facts Panel" and in front-of-pack nutrition labels. Results provide compelling evidence that front-of-pack labels attract attention more readily than the Nutrition Facts Panel, even when participants are not specifically tasked with searching for nutrition information. Further, color-coding the relative nutritional value of key nutrients within the front-of-pack label resulted in increased attentional prioritization of nutrition information, but coding using facial icons did not significantly increase attention to the label. Finally, the general pattern of attentional prioritization across front-of-pack designs was consistent across a diverse sample of participants. Our results indicate that color-coded, front-of-pack nutrition labels increase attention to the nutrition information of packaged food, a finding that has implications for current policy discussions regarding labeling change.

To See or Not to See: Do Front of Pack Nutrition Labels Affect Attention to Overall Nutrition Information?

BACKGROUND: Front of pack (FOP) nutrition labels are concise labels located on the front of food packages that provide truncated nutrition information. These labels are rapidly gaining prominence worldwide, presumably because they attract attention and their simplified formats enable rapid comparisons of nutritional value. METHODS: Eye tracking was conducted as US consumers interacted with actual packages with and without FOP labels to (1) assess if the presence of an FOP label increases attention to nutrition information when viewers are not specifically tasked with nutrition-related goals; and (2) study the effect of FOP presence on consumer use of more comprehensive, traditional nutrition information presented in the Nutritional Facts Panel (NFP), a mandatory label for most packaged foods in the US. RESULTS: Our results indicate that colored FOP labels enhanced the probability that any nutrition information was attended, and resulted in faster detection and longer viewing of nutrition information. However, for cereal packages, these benefits were at the expense of attention to the more comprehensive NFP. Our results are consistent with a potential short cut effect of FOP labels, such that if an FOP was present, participants spent less time attending the more comprehensive NFP. For crackers, FOP labels increased time spent attending to nutrition information, but we found no evidence that their presence reduced the time spent on the nutrition information in the NFP. CONCLUSIONS: The finding that FOP labels increased attention to overall nutrition information by people who did not have an explicit nutritional goal suggests that these labels may have an advantage in conveying nutrition information to a wide segment of the population. However, for some food types this benefit may come with a short-cut effect; that is, decreased attention to more comprehensive nutrition information. These results have implications for policy and warrant further research into the mechanisms by which FOP labels impact use of nutrition information by consumers for different foods.

Quantifying age-related differences in information processing behaviors when viewing prescription drug labels.

Adverse drug events (ADEs) are a significant problem in health care. While effective warnings have the potential to reduce the prevalence of ADEs, little is known about how patients access and use prescription labeling. We investigated the effectiveness of prescription warning labels (PWLs, small, colorful stickers applied at the pharmacy) in conveying warning information to two groups of patients (young adults and those 50+). We evaluated the early stages of information processing by tracking eye movements while participants interacted with prescription vials that had PWLs affixed to them. We later tested participants' recognition memory for the PWLs. During viewing, participants often failed to attend to the PWLs; this effect was more pronounced for older than younger participants. Older participants also performed worse on the subsequent memory test. However, when memory performance was conditionalized on whether or not the participant had fixated the PWL, these age-related differences in memory were no longer significant, suggesting that the difference in memory performance between groups was attributable to differences in attention rather than differences in memory encoding or recall. This is important because older adults are recognized to be at greater risk for ADEs. These data provide a compelling case that understanding consumers' attentive behavior is crucial to developing an effective labeling standard for prescription drugs.