Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 425279
Title An efficient methodology for assessing attention to and effect of nutrition information displayed front-of-pack
Author(s) Bialkova, S.E.; Trijp, H.C.M. van
Source Food Quality and Preference 22 (2011)6. - ISSN 0950-3293 - p. 592 - 601.
Department(s) Marketing and Consumer Behaviour
Publication type Refereed Article in a scientific journal
Publication year 2011
Keyword(s) eye-movements - visual-attention - print advertisements - scene perception - time-course - search - choice - model - motivation - fixations
Abstract A methodology for assessing attention to and effect of nutrition information displayed front-of-pack is presented. The methodology is based on an integration of the visual search paradigm, the choice paradigm and eye-tracking measures, and moves beyond reliance on self-report measures for attention and choice. Rather the following measures are obtained: (1) respondents' eye-movements, in terms of dwell time, fixation duration, number of fixations, and saccade size; (2) response times indicating the speed with which choice decisions are made: and (3) consumers' actual choices from an assortment. The efficiency and sensitivity of the methodology is illustrated in a small scale empirical application. Overall, the methodology seems to be a promising tool for answering puzzling questions in consumer attention and decision making with straightforward potential extensions to enlarge its scope.
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