The influence of front-of-pack labelling on consumer decision-making: a comprehensive study using electroencephalography and FaceReader

Abstract

Front-of-pack labels (FOPL) can influence consumer behaviour in a variety of ways, and companies that prioritise accurate and transparent nutrition labels can see benefits in increased sales and brand loyalty. However, there are several types of FOPL on the market that differ in visual appeal and consumer clarity. The aim of the study was to reveal the impact of the nutrition label Nutri-Score as well as other factors on consumer decision-making when choosing healthier alternatives for selected food types. In addition to traditional research methods such as questionnaires, in-depth interviews, also emerging methods such as eye tracking, FaceReader and electroencephalography were used to collect implicit feedback. Research suggests that there are significant differences between implicit and explicit feedback when examining the impact of Nutri-Score on the decision-making process. Last but not least, the study presents ideas for future research in real-world settings using emerging methods.