Awareness and perception of food labels: Results of an eye tracking experiment in dokuz eylül university

Yıl 2011, Cilt: 13 Sayı: 3 , 7 - 18 , 01.04.2011

Sedef Akgüngör Hans Van Trıjp Erica Van Herpen Yaprak Gülcan Yeşim Kuştepeli

https://izlik.org/JA29GU83YB

Öz

European Union is funding a 7th Framework Program Project named Food Labeling to Advance Better Education for Life (FLABEL) in 27 European countries and Turkey for the years 2008-2011. The second work package of this project entails consumer perception and evaluation of information on food labels. For this work package, an experiment was pursued in Dokuz Eylül University Faculty of Business, Turkey. The respondents were shown food labels that they have seen before or have never seen before which are frequently used in different European countries. The study uses experiment and questionnaire methods. For the collection and storage of experimental work, an eye-tracker device connected to a special computer and relevant computer programs were used. The results of the study in Turkey demonstrate that respondents do not have sufficient information and experience in the perception and evaluation of nutrition values on food labels. There is no previous study on food labels and healthy nutrition in Turkey using eye- tracking devices. This study is a first attempt in applying the eye tracking experiment to explore consumers' choice for healthy food.

Anahtar Kelimeler

-

Gıda etiketlerine yönelik dikkat ve algı: Dokuz eylül üniversitesi'nde uygulanan göz hareketleri izleme deneyi sonuçları

https://izlik.org/JA29GU83YB

Öz

Avrupa Birliği, 2008-2011 yılları arasında, 27 Avrupa ülkesi ve Türkiye'de, Food Labelling to Advance Better Education for Life (FLABEL) isimli bir 7. Çerçeve Programı projesi desteklemektedir. Bu projenin 2. İş paketi tüketiciler tarafından gıda etiketleri üzerindeki bilgilerin algılanması ve değerlendirilmesini kapsamaktadır. Bu iş paketi için Türkiye'de Dokuz Eylül Üniversitesi İşletme Fakültesi'nde gerçekleştirilen çalışmada, öğrencilere daha önce gördükleri ya da görmedikleri ancak farklı Avrupa ülkelerinde sıklıkla kullanılan gıda etiketleri gösterilmiştir. Çalışmada deney ve anket yöntemlerinden yararlanmıştır. Deneysel çalışmanın verilerinin toplanması ve kaydedilmesi için göz hareketlerini izlemede uzmanlaşmış bir cihaz (eye-tracker) ve ilgili bilgisayar programları kullanılmıştır. Türkiye'de yapılan bu çalışmadan beklenen sonuç tüketicilerin gıda etiketlerindeki besin değerlerini algılama ve değerlendirme konusunda yeterli bilgi ve deneyime sahip olmadıkları yönündedir. Gıda etiketleri ve sağlıklı beslenme konusunda özellikle göz hareketleri izleme metodu kullanılarak yapılmış herhangi bir çalışmaya rastlanmamıştır. Bu açıdan bu çalışmanın literatüre önemli bir katkı sağlayacağı düşünülmektedir.

Anahtar Kelimeler

Gıda Etiketleri , Sağlık , Besin Değerleri , Göz Hareketleri

Kaynakça

• Borgmeier, I. ve Westenhoefer, J. (2009). Impact of different food label formats on healthiness evaluation and food choice of consumers: a randomized- controlled study. BMC Public Health, 9 (184): 284. Christianson, S.A., Elizabeth F. L., Hoffman, H. ve Loftus, G.R. (1991). Eye fixations and memory for emotional events. Journal of Experimental Psychology: Learning, Memory, and Cognition, 17 (4): 693-701. Drichoutis, A.C., Lazaridis, P. ve Nayga, R.M.Jr. (2006). “Consumers’ use of nutritional labels: a review of research studies and issues”, Academy of Marketing Science Review (e-journal), 2006 (9): http://www.amsreview.org/articles/drichoutis09-2006.pdf, (02.09.2011). Fazio, R.H. (1990). A practical guide to the use of response latencies in social psychological research. Review of Personality and Social Psychology, CA: Sage Publications, 11:74-97. Feunekes, G.I.J., Gortemaker, I.A., Willems, A.A., Lion, R. ve Kommer, M.V.D. (2008). Front-of-pack nutrition labelling: testing effectiveness of different nutrition labelling formats front-of-pack in four European countries. Appetite, 50 (1): 57-70. Grunert, K.G. ve Wills, J.M. (2007). A review of European research on consumer response to nutrition information on food labels. Journal of Public Health, 15(5): 385-399. Japs, J. ve Devine, C.M. (2006). Time scarcity and food choices: an overview. Appetite, 47 (2): 196-204. Jones, G. ve Richardson, M. (2007). An objective examination of consumer perception of nutrition information based on healthiness ratings and eye movements. Public Health Nutrition, 10 (3): 238-244. Mothersbaugh, D.L., Herrmann, R.O. ve Warland, H.L. (1993). Perceived time pressure and recommended dietary practices: the moderating effect of knowledge of nutrition. The Journal of Consumer Affairs, 27 (1): 106-126. Pieters, R. ve Warlop, L. (1999). Visual attention during brand choice: the impact of time pressure and task motivation. International Journal of Research in Marketing, 16 (1): 1-16. Pieters, R. ve Wedel, M. (2007). Goal control of attention to advertising: the Yarbus implication. Journal of Consumer Research, 34 (2): 224-233. Rosbergen, E., Pieters, R. ve Wedel, M. (1997). Visual attention to advertising: a segment-level analysis. Journal of Consumer Research, 24 (3): 305-314. Russo, J. E. ve Leclerc, F. (1991), Characteristics of successful product information programs. Journal of Social Issues, 47 (1) 73-92. Russo, J., Staelin, R., Nolan, C., Russell, G.J. ve Metcalf, B.L. (1986), “nutrition information in the supermarket. Journal of Consumer Research, 13 (1), 48-70. Wedel, M. ve Pieters, R. (Der.) (2008). Visual marketing; from attention to action. New York: Lawrence Erlbaum Associates. Wedel, M., Pieters, R. ve Liechty, J. (2008). Attention switching during scene perception: how goals influence the time course of eye movements across advertisements. Journal of Experimental Psychology: Applied, 14 (2): 129-138. Welch, N., McNaughton, S.A., Hunter, W. Hume, C. ve Crawford, D. (2008). Is the perception of time pressure a barrier to healthy eating and physical activity among women?. Public Health Nutrition, 12 (7): 888-895.