Optimization of menu-labeling formats to drive healthy dining: An eye tracking study. (March 2018)

• Record Type: Journal Article
• Authors: Kim, Eojina; Tang, Liang (Rebecca); Meusel, Chase; Gupta, Manjul
• Is Part Of: International journal of hospitality management. Volume 70(2018)
• Page Start: 37
• Page End: 48
• Publication Date: 2018-03
• Subjects: Menu labeling -- Labeling format -- Physical activity-based format -- Healthy eating choices -- Visual attention -- Eye tracking; Hotel management -- Periodicals; Restaurant management -- Periodicals; Food service management -- Periodicals; Hôtels -- Gestion -- Périodiques; Restaurants -- Gestion -- Périodiques; Services alimentaires -- Gestion -- Périodiques; Food service management; Hotel management; Restaurant management; Periodicals; 647.94
• DOI: 10.1016/j.ijhm.2017.10.020
• Languages: English
• ISSNs: 0278-4319

Abstract

Highlights: The present study examines customers' responses towards various formats of menu labeling when choosing healthy menu options. Three formats of menu labeling are used: numeric, color-coded, and physical activity-based labels. Abstract: This study examines customers' visual attention when choosing food and beverage items of a fast-food menu. Three formats on menu labeling were examined, including numeric, color-coded, and physical activity-based formats. An experimental choice paradigm combined with eye tracking technology explored customers' visual attention, preferences for format, and menu choices. The study revealed that customers increased visual attention and chose healthier selections when viewing physical activity-based labeling, and customers preferred physical activity-based formats over numeric or color-coded labeling. Overall, the physical activity-based labeling on calorie information app to be the most effective format for inducing healthy choices. This study provides important implications for industry practitioners to effectively utilize menu labeling to improve customers' awareness of healthy eating options.