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Cracking the Code of Organic Food Labels – Consumer Confusion about Label Claims and Practitioner Guidelines (pp. 151-166) $100.00
Authors:  (Jeffrey R. Carlson, University of Richmond and Bill Bergman, University of Richmond)
Abstract:
This chapter discusses eye tracking technology and how its use can
further consumer behavior research and improve the effectiveness of
business’ advertising and promotional strategies. The review of current
research efforts is complemented by a detailed discussion of visual
attention measures and relevant research applications. Several examples
of studies using eye tracking technology to investigate consumers’
preferences for and purchasing behavior toward organic products are
provided. Lastly, the marketing implications from these studies are
discussed. 


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Cracking the Code of Organic Food Labels – Consumer Confusion about Label Claims and Practitioner Guidelines (pp. 151-166)