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Abstract
Front-of-Package labels highlight important nutrients, have been found to help consumers understand nutrition information. This study examines the effectiveness of two front-of-package labeling schemes (color-coded and black and white) when participants are given different shopping goals, using eye tracking data. There is currently little research done on nutrition labeling that involves consumer eye movement fixations as an objective measurement of attention. Results from this study showed that shopping goal was shown to affect attention, and differences in labeling schemes did not show significant effects. However, subjects did look at FOP labels, and used the FOP label in place of the Nutrition Facts Panel. Subjects reported that they find FOP labels easy to understand, yet FOP groups scored lower on a nutrition literacy quiz, indicating their perceived understanding and actual understanding may differ. Our findings suggest that subjects attend to FOP labels, but do not use them in making decisions.