Department of Management

Jacob Lund Orquin

Eye tracking and nutrition label use: A review of the literature and recommendations for label enhancement

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

  • Dan J. Graham, Division of Epidemiology and Community Health, United States
  • Jacob Lund Orquin
  • Vivianne H.M. Visschers, ETH Zurich, Institute for Environmental Decisions (IED), Consumer Behavior, Switzerland
Nutrition labels on food packages are among the most prominent and far-reaching policy measures related to diet and have the capacity to promote healthy eating. Unfortunately, certain nutrition label characteristics may impede consumer detection and comprehension of labels. Research using precise cameras monitoring consumer visual attention (i.e., eye tracking) has begun to identify ways in which label design could be modified to improve consumers’ ability to locate and effectively utilize nutrition information. The present paper reviews all published studies of nutrition label use that have utilized eye tracking methodology, identifies directions for further research in this growing field, and makes research-based recommendations for ways in which labels could be modified to improve consumers’ ability to use nutrition labels to select healthful foods.
Original languageEnglish
JournalFood Policy
Pages (from-to)378–382
Number of pages5
Publication statusPublished - 2012

    Research areas

  • Eye tracking, Nutrition labeling, Review, Visual attention

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