TY - JOUR
T1 - Food Safety Risk and Visual Attention: The Moderating Effect of Prototype Perception and Social Distance
AU - Junior Ladeira, Wagner
AU - Lim, Weng Marc
AU - Teixeira, Rafael
AU - Rasul, Tareq
AU - De Oliveira Santini, Fernando
AU - Nardi, Vinicius Antonio Machado
AU - Choudhury, Debdutta
PY - 2024/6/30
Y1 - 2024/6/30
N2 - This study examines the relationship between food safety risk perception (FSRP) and social similarity, utilizing eye-tracking to uncover how consumers process information on food labels. Central to our inquiry is that perceived similarity influences how individuals assess and react to food safety risks. Our research posits that individuals who see a high degree of similarity with others in their social circles are more attentive to food safety risks. We conducted two food label experiments, one focusing on safety labels and the other on nutritional information. Findings indicate that heightened perceptions of social similarity (prototype perception and social distance) enhance the impact of food labels (safety labels and nutritional information) on food safety risk assessments (decision-making process and product choice), manifesting in increased visual attention to these labels. This revelation underscores the significance of social factors in shaping food safety behaviors and offers a new perspective for designing more effective food safety communication. Our work contributes to the academic discourse on food safety and social psychology and provides practical insights for public health messaging strategies.
AB - This study examines the relationship between food safety risk perception (FSRP) and social similarity, utilizing eye-tracking to uncover how consumers process information on food labels. Central to our inquiry is that perceived similarity influences how individuals assess and react to food safety risks. Our research posits that individuals who see a high degree of similarity with others in their social circles are more attentive to food safety risks. We conducted two food label experiments, one focusing on safety labels and the other on nutritional information. Findings indicate that heightened perceptions of social similarity (prototype perception and social distance) enhance the impact of food labels (safety labels and nutritional information) on food safety risk assessments (decision-making process and product choice), manifesting in increased visual attention to these labels. This revelation underscores the significance of social factors in shaping food safety behaviors and offers a new perspective for designing more effective food safety communication. Our work contributes to the academic discourse on food safety and social psychology and provides practical insights for public health messaging strategies.
KW - Eye-Tracking
KW - Food Safety
KW - Risk Perception
KW - Prototype Perception
KW - Social Similarity
U2 - 10.1080/10454446.2024.2377537
DO - 10.1080/10454446.2024.2377537
M3 - Article
SN - 1045-4446
JO - Journal of Food Products Marketing
JF - Journal of Food Products Marketing
ER -