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

Results from conjoint analysis do not allow to conclude if a certain variable is not relevant for consumers or if it did not catch their attention. The incorporation of eye‐tracking to conjoint analysis seems to be a proper way to overcome this limitation. The aim of the present work was to evaluate the contribution of eye‐tracking techniques to the interpretation of results from conjoint analysis using a case study on consumers' healthfulness perception of yogurt labels. Sixteen yogurt labels (designed according to a full factorial design with four 2‐level factors – label background, fat content, sugar content and traffic light system –) were presented to 51 consumers, who were asked to rate their healthfulness. Participants' eye movements when evaluating the labels were recorded using an eye tracker. Fat content was the only variable that significantly affected perceived healthfulness. Eye tracking provided an insight on how consumers visually processed the labels and allowed to conclude that consumers visually processed all the information responsible for differences among labels. Practical Applications Labeling plays a key role in attracting consumers' attention and providing information that influence consumer expectations and purchase intention. Before engaging in perceptual analyses consumers have to pay attention to specific aspects of the labels. Therefore, studying attentional capture and determining which information consumers rely on for evaluating different aspects of the products is crucial for label design. The combination of conjoint analysis and eye‐tracking techniques can improve the interpretation of results, allowing to conclude if a design variable has a low relative importance because consumers do not consider it relevant or because they did not pay attention to it.