Can the new label make a difference? Comparing consumer attention towards the current versus proposed Nutrition Facts panel.

Recently FDA proposed a new Nutrition Facts panel. In this study, we analyze whether the proposed changes to the Nutrition Facts panel have the potential to increase consumers’ attention. In doing so, we account for involvement and familiarity as determinants of attention. In order to measure attention we conducted a laboratory experiment using eye tracking with two treatments testing differences in consumer attention towards the current and the proposed Nutrition Facts panel. Our findings highlight empirical evidence regarding the separate and joint effect of involvement with the Nutrition Facts panel and product familiarity on consumers’ visual attention. Our results suggest that the proposed new format of the Nutrition Facts panel has a significant positive effect on consumers’ attention. The proposed label leads low-involvement or less-familiar consumers to attend longer to the Nutrition Facts panel. Our findings are important for policy makers and the food industry more generally in providing critical information regarding the outcomes of a revision of the Nutrition Facts panel.

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 Record created 2017-04-01, last modified 2018-01-23

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