Can Eye-Tracking Techniques Overcome a Limitation of Conjoint Analysis? Case Study on Healthfulness Perception of Yogurt Labels

Conjoint analysis: the assumptions, applications, concerns, remedies and future research direction

Purpose

Since the inception of the conjoint analysis technique in the year 1971, papers addressing the epistemological aspects of conjoint analysis are scant. Hence, this paper attempts to address the vacuum of qualitative discourse addressing the epistemological and methodological aspects of conjoint analysis including different issues, challenges, probable solutions, limitations and future direction of conjoint analysis in the recent decade.

Design/methodology/approach

For exploring the methodological and epistemological aspects of conjoint analysis, the seminal papers on conjoint analysis were reviewed. Moreover, the authors' experience for the state-of-art review was also taken into consideration.

Findings

The findings suggest that conjoint analysis that roots back since 1971 has not seen much exploration in Asian regions and is mainly used for new product development in the field of marketing or allied areas. Moreover, the reliability and validity of conjoint analysis is always a matter of concern for the researchers that hinders this technique's wider adaptability. Thus, the paper presents some probable solutions to address the focal issues useful for improved reliability and validity of the conjoint analysis technique.

Research limitations/implications

This paper attempts to familiarize the researchers with epistemological and methodological aspects of conjoint analysis with certain solutions to evolve beyond existing conjoint analysis dimensions in terms of improved validity, reliability, epistemological and methodological aspects of conjoint analysis (CA). Moreover, it acts as a call for research in different research domains, especially in the Asian continent.

Originality/value

There exist certain seminal research papers on epistemological aspects of conjoint analysis. However, there is a dearth of such attempt in the recent decade addressing the application issues of conjoint analysis incorporating the recent issues as well. Therefore, this paper is an attempt to usher the future researcher to understand the methodological aspects of conjoint analysis. It may prevent them from violating the basic assumptions and methodological threshold. This research technique is preferred equally by academicians and practitioners, thus making it imperative to have clarity beforehand for improved research rigor.

Eye-tracking research on sensory and consumer science: A review, pitfalls and future directions

Visual processing is a core cognitive element of sensory and consumer science. Consumers visually attend to food types, packaging, label design, advertisements, supermarket shelves, food menus, and other visible information. During the past decade, sensory and consumer science have used eye tracking to elucidate visual processing by consumers. This review paper summarizes earlier findings in terms of bottom-up (i.e., stimulus-driven) processing such as visual salience, size, and top-down (i.e., goal-driven) processing such as goals, task instructions, task complexity, and emotions. Downstream effects of gaze on choice are also reviewed. Pitfalls and future directions of eye-tracking research on sensory and consumer science are also discussed.

Using Eye-Tracking Technology with Older People in Memory Clinics to Investigate the Impact of Mild Cognitive Impairment on Choices for EQ-5D-5L Health States Preferences

BACKGROUND

Population ageing is a phenomenon taking place in almost every global region. Current estimates indicate that 10-20% of older people in developed countries have mild cognitive impairment (MCI), with these percentages predicted to rise markedly by 2050.

OBJECTIVE

Our objective was to apply eye-tracking technology to investigate the information processes adopted by older people with and without MCI in determining preferences for health states in the five-level EuroQol-5 Dimensions (EQ-5D-5L) instrument.

METHODS

Older people (aged ≥ 65 years; including both patients and family carers) attending outpatient memory clinics in Southern Adelaide between July 2017 and June 2018, competent to read and converse in English and with a Mini-Mental State Examination (MMSE) cognition score of ≥ 19 were invited to participate. In total, 52 people met the inclusion criteria, of whom 20 (38%) provided informed consent and fully participated. Participants were categorised into two subgroups (each n = 10) for comparison based upon established MMSE cognition thresholds (19-23, lower MMSE indicative of MCI; ≥ 24, higher MMSE indicative of good cognition). A discrete-choice experiment (DCE) comprising a series of pairwise choices between alternative EQ-5D-5L health states of varying survival duration with differential levels of task complexity (approximated by the degree of attribute level overlap in each choice), was administered as a face-to-face interview with the participant wearing an eye-tracking device.

RESULTS

Attribute non-attendance (ANA) was higher for the lower MMSE subgroup than for the higher MMSE subgroup, although these differences were generally not statistically significant. ANA remained relatively low and consistent for participants with good cognition regardless of task complexity. In contrast, ANA increased notably in participants exhibiting MCI, increasing from 10% on average per participant in the lower MMSE subgroup with five attribute level overlap to 23% on average per participant in the lower MMSE subgroup with zero attribute level overlap.

CONCLUSIONS

This exploratory study provided important insights into the information processes adopted by older people with varying levels of cognitive functioning when choosing between alternative EQ-5D-5L health states of varying survival duration and specifically the relationships between cognitive capacity, task complexity and the extent of ANA. Recent advances in econometric modelling of health state valuation data have demonstrated the added value of capturing ANA information as this can be accounted for in the DCE data analysis, thereby improving the precision of model estimates. Eye-tracking technology can usefully inform the design, conduct and econometric modelling of DCEs, driving the inclusion of this rapidly growing population traditionally excluded from preference-elicitation studies of this nature.

Nutrition label processing in the past 10 years: Contributions from eye tracking approach

Healthy eating plays a critical role in preventing diet-related chronic diseases. To promote healthy eating, nutrition labels have been mandated to certain foods in many countries. To test how different designs of nutrition labels affect consumer behavior, eye tracking technique has been increasingly used to overcome the limitations of subjective report which are susceptible to different biases and a poor indicator of nutrition label use in reality. In this review, we reviewed 45 eye-tracking studies on nutrition label processing. Besides a summary of eye tracking methodology, we found three emerged topics from these studies: attention capture, nutrition label comprehension and food choice. Overall, updated designs of nutrition labels improve attention capture and nutrition label comprehension, but it does not necessarily lead to healthier food choices. The discrepancy between attention capture and food choice also indicate potential limitation in promoting healthy food choice via the indirect attention route (exposure - attention - nutrition label processing - food choice). Instead, actual food choice may be a consequence of a direct heuristic route and modulated by person-, product- and context-related factors. These findings can not only guide future studies, but also have implications on making nutrition label policy and improving human health in eastern developing countries.

Food Choice Under Five Front-of-Package Nutrition Label Conditions: An Experimental Study Across 12 Countries

Objectives. To determine which front-of-package label (out of 5 formats) is most effective at guiding consumers toward healthier food choices.Methods. Respondents from Argentina, Australia, Bulgaria, Canada, Denmark, France, Germany, Mexico, Singapore, Spain, the United Kingdom, and the United States took part in the Front-of-Pack International Comparative Experiment between April and July 2018. Respondents were shown foods of varying nutritional quality (with no label on package) and selected which they would be most likely to purchase. The same choice sets were then shown again with 1 of 5 randomly allocated labels on package (Health Star Rating (HSR), Multiple Traffic Lights (MTL), Nutri-Score, Reference Intakes, or Warning Label). We calculated an improvement score (from 11 100 valid responses) to identify the extent to which the labels produced healthier choices.Results. The most effective labels were the Nutri-Score and the MTL (mean improvement score = 0.09; 95% confidence interval [CI] = 0.07, 0.11), then the Warning Label (0.06; 95% CI = 0.04, 0.08), the HSR (0.05; 95% CI = 0.03, 0.07), and lastly the Reference Intakes (0.04; 95% CI = 0.02, 0.04).Conclusions. Well-designed, salient, and intuitive front-of-package labels can be effective on a global scale. Their impact is not bound to the country from which they originate.

Influence of Images on the Evaluation of Jams Using Conjoint Analysis Combined with Check-All-That-Apply (CATA) Questions

A study of the influence of the use of images in a conjoint analysis combined with check-all-that apply (CATA) questions on jams was carried out. The relative importance of flavor and the information presented in the label in the willingness to purchase and the perception of how healthy the product is has been evaluated. Sixty consumers evaluated the stimuli presented only in text format (session 1), and another group of 60 consumers did so by receiving the stimuli in text format along with an image of the product (session 2). In addition, for each stimulus, consumers answered a CATA question consisting of 20 terms related to their involvement with the product. The perception of healthy increased when the texts were accompanied with images and also increased when the text included information. Willingness to purchase was only influenced by the flavor of the jams. The presence of images did not influence the CATA question's choice of terms, which were influenced by the information presented in the text. The use of a check-all-that-apply question in concepts provided an interesting possibility when they were combined with the results from the conjoint analysis, improving the comprehension of consumers' perception. Using CATA questions as an alternative way of evaluating consumer involvement seems to be beneficial and should be evaluated much further.

Consumers' responses to health claims in the context of other on-pack nutrition information: a systematic review

Context

The presence of health claims on food packaging can positively bias consumers' evaluations of foods. This review examined whether cognitive biases endure when other sources of nutrition information [the nutrition facts panel (NFP) and front-of-pack labels] appear on-pack with health claims. The following databases were searched: Web of Science, Ovid, Google Scholar, ScienceDirect, Scopus, ProQuest, and Wiley Online Library. The search terms ("health claim*" OR "nutri* claim") AND ("food label*" OR "front of pack") were used to identify studies. Twenty-four studies that examined health claims and front-of-pack labels or the NFP were included. The NFP can reduce bias, but only if consumers view it and interpret it correctly, which often does not occur. Front-of-pack labels show greater promise in reducing bias created by health claims. These findings are relevant to policymakers who are considering the effectiveness of mandating an NFP and/or a front-of-pack label alongside health claims.

Impact of plain packaging of cigarettes on the risk perception of Uruguayan smokers: an experimental study

BACKGROUND

Uruguay, a South American country of 3.4 million inhabitants that has already banned tobacco advertising, prohibited such terms as light, mild and low-tar and required graphic warnings covering 80% of cigarette packs, is considering the imposition of plain, standardised packaging.

METHODS

We conducted an experimental choice-based conjoint analysis of the impact of alternative cigarette package designs on the risk perceptions of 180 adult current Uruguayan smokers. We compared plain packaging, with a standardised brand description and the dark brown background colour required on Australian cigarette packages, to two controls: the current package design with distinctive brand elements and colours; and a modified package design, with distinctive brand elements and the dark brown background colour. Graphic warnings were also varied.

RESULTS

Plain packaging significantly reduced the probability of perceiving the stimulus cigarettes as less harmful in comparison to the current package design (OR 0.398, 95% CI 0.333 to 0.476, p<0.001) and the modified package design (OR 0.729, 95% CI 0.626 to 0.849, p<0.001).

CONCLUSIONS

Plain packaging enhanced the perceived risk of cigarette products even in a highly regulated setting such as Uruguay. Both the elimination of distinctive brand elements and the use of Australia's dark brown background colour contributed to the observed effect.

Influence of package and health-related claims on perception and sensory acceptability of snack bars

Concerns for health can lead to healthier food choices, especially if the consumer is well informed. This study aimed to evaluate the importance of package and health-related claims on Brazilian consumers' acceptance of snack bars. In order to evaluate package attributes, in focus groups discussions, 19 consumers chose the most important factors that influence their purchase decisions. Next, 102 consumers evaluated six commercial brands of snack bars in a three-session acceptance test: the first with no information about the product, the second containing the product package and the third with information on health-related claims associated with consumption of the bar. In general, package attributes, price and flavor were the most important factors that influence the purchase of snack bars. Health claims positively influenced consumer acceptance, but information concerning the absence of gluten and lactose did not significantly alter sensory acceptance. The presence of omega-3s, sugars, preservatives, flavorings and colorings have the potential to improve acceptability, because they were able to raise the acceptance of the seed bar, removing it from the rejection region. Protein and nut bars are not well known to the general public and the lower mean acceptance of the seed and protein bars demonstrated the need for sensorial improvement.

Do Health Claims and Front-of-Pack Labels Lead to a Positivity Bias in Unhealthy Foods?

Health claims and front-of-pack labels (FoPLs) may lead consumers to hold more positive attitudes and show a greater willingness to buy food products, regardless of their actual healthiness. A potential negative consequence of this positivity bias is the increased consumption of unhealthy foods. This study investigated whether a positivity bias would occur in unhealthy variations of four products (cookies, corn flakes, pizzas and yoghurts) that featured different health claim conditions (no claim, nutrient claim, general level health claim, and higher level health claim) and FoPL conditions (no FoPL, the Daily Intake Guide (DIG), Multiple Traffic Lights (MTL), and the Health Star Rating (HSR)). Positivity bias was assessed via measures of perceived healthiness, global evaluations (incorporating taste, quality, convenience, etc.) and willingness to buy. On the whole, health claims did not produce a positivity bias, while FoPLs did, with the DIG being the most likely to elicit this bias. The HSR most frequently led to lower ratings of unhealthy foods than the DIG and MTL, suggesting that this FoPL has the lowest risk of creating an inaccurate positivity bias in unhealthy foods.