Exploring the roles of motivation and cognition in label-usage using a combined eye-tracking and retrospective think aloud approach

Abstract

This study investigates the factors affecting consumers' motivation to engage with food product labelling in the new product context. Using yogurt as a case food, due to its positive association with health, enjoyment and convenience, this study uses eye-tracking experiments, a retrospective think-aloud protocol and semi-structured interviews, to bring to light the conscious and subconscious mechanisms associated with label usage, in order to explore the cognitive processes underlying usage of labels for new product offerings and situate these within the participant's personal context. Key information usage and decision-making strategies and the factors which give rise to these are identified. Findings suggest that consumer involvement is being shaped by the perceived importance of negative consequences (i.e. risk importance) and is further reflected in the label usage strategies identified, which align to the negotiability and specificity of health-related goals. Integration of eye-tracking, retrospective think-aloud and interview data reveal that although labelling cues promoted non-volitional attention through design features, in the absence of 'personal motivational relevance', information attended to was discounted from the evaluation process, confirming the importance of needs-based information provision.

Keywords: Decision-making; Eye-tracking; Food labelling; Motivation; Purchasing goals; Retrospective think-aloud.