Abstract Front-of-Pack (FoP) nutrition labels are emerging as a prominent public policy tool for promoting healthy eating. In this study, we question how different FoP nutrition labels ranging from more directive (Nutriscore, NS), to semi-directive (monochromatic Guided Daily Amount, GDA) and non-directive (multiple-traffic lights, MTL), affect perceived visual attention and nutritional quality perception. The visual attention was measured by eye-tracing measures, and nutritional quality by healthiness perception and recommended frequency of consumption. Seventy-six participants (N = 76) were randomly assigned in one of three experimental conditions, where they were asked to give estimates on eight different chocolate snack bars. To test whether participants estimates were accurate, we surveyed fifty-six (N = 56) nutritionists and asked for their assessments of the same group of products. The results showed that Nutriscore required least visual attention in terms of dwell-time, number of fixations, and average fixation duration, followed by MTL and GDA. Participants in NS and MTL condition gave significantly higher estimates of nutritional quality compared to experts' estimates. Most accurate estimates came from products with GDA label. Color-coded fields (MTL) required less visual attention, compared to GDA, without adding to visual efficiency. More directive FoP nutrition labels require less visual attention but lead to inflated estimates of products' nutrition quality in the category of less healthy products. In creating public policies, removing the possibility for consumers to process nutritional information and absolute estimates of products' nutrition quality should not be disregarded.

中文翻译：

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不同营养标签对视觉注意力和营养质量感知准确性的影响——一项实验性眼动追踪研究的结果

摘要 正面包装 (FoP) 营养标签正在成为促进健康饮食的重要公共政策工具。在这项研究中，我们质疑不同的 FoP 营养标签如何影响感知的视觉注意力，从更指示性（Nutriscore，NS）到半指示性（单色指导每日量，GDA）和非指示性（多红绿灯，MTL）和营养质量感知。视觉注意力通过眼球追踪测量，营养质量通过健康感知和推荐的消费频率来衡量。76 名参与者 (N = 76) 被随机分配到三个实验条件之一，他们被要求对八种不同的巧克力零食棒进行估计。为了测试参与者的估计是否准确，我们调查了五十六位 (N = 56) 营养师，并询问他们对同一组产品的评估。结果表明，Nutriscore 在停留时间、注视次数和平均注视持续时间方面需要的视觉注意力最少，其次是 MTL 和 GDA。与专家的估计相比，NS 和 MTL 条件的参与者对营养质量的估计要高得多。最准确的估计来自带有 GDA 标签的产品。与 GDA 相比，颜色编码字段 (MTL) 需要较少的视觉注意力，而且不会增加视觉效率。更具指令性的 FoP 营养标签需要较少的视觉关注，但会导致对不太健康产品类别中产品营养质量的夸大估计。在制定公共政策时，