Visual information influences consumer fast-food choices

Abstract

Purpose

The purpose of this paper is to investigate the influence of visual information cues such as a heart icon vs the calories and fat content on the selection of healthy food in fast-food restaurants (FFRs).

Design/methodology/approach

An online survey design providing a fast-food menu was implemented to collect responses from the participants. The survey respondents were recruited from a large South-western university in the USA. The research model was tested using logistic regression.

Findings

Data analysis shows that visual information plays a significant role in healthy food selection in FFRs. The authors findings show that the heart icons have a statistically significant effect on food choices, while calories and fat content information did not affect the participants’ selections vs no information.

Originality/value

Dietary choices and obesity are a serious social concern. This study provides support for the effect of a heart icon symbol on food choice in fast-food selection. The implication is that labelling FFR menus with symbols such as our heart icon will have a positive impact on healthy food selection vs the more usual inclusion of calorie and fat information.

Citation

Boonme, K., Hanus, B., R. Prybutok, V., A. Peak, D. and Ryan, C. (2014), "Visual information influences consumer fast-food choices", Nutrition & Food Science, Vol. 44 No. 4, pp. 279-293. https://doi.org/10.1108/NFS-03-2013-0036