Background: Diets high in added sugar can promote the development of overweight. Especially during the Holiday season, when high-sugar food is abundant, people overeat and gain more weight than during other times of the year. The present study with mobile eye-tracking glasses (Pupil Labs Invisible) investigated how sugar content information affects food preference (liking/wanting) and visual attention (where and how long one is looking) in a buffet-like situation.
Methods: Fifty-eight participants who were well acquainted with the local Christmas traditions and foods (38 female, 19 male, one diverse; mean age = 25 years, SD = 6.3 years; mean body mass index = 22.2 kg/m2, SD = 3.2 kg/m2) were presented with four cookies and two non-food items (wrapped presents) in a free viewing task. Two of the displayed cookies were 'Christmas cookies' (cookies that are traditionally eaten only during the Holiday season) and two cookies had no Christmas association. The cookies were either labeled as cookies made with or without sugar, resulting in a 3 (Category: cookies with sugar, cookies without sugar, non-food) by 2 (Christmas association: yes, no) repeated-measures design.
Results: Analyses of variance indicated that participants reported higher wanting and liking for cookies with sugar, particularly Christmas cookies (interaction effect for wanting: p = .047, ηp2 = .059; interaction effect for liking: p = .017, ηp2 = .084). Sugar-free cookies were fixated more often (p = .028; d = 0.35) and shorter (p < .001; d = 0.64) than sugar cookies.
Conclusion: Assuming that cookies are sugar-free reduced the reported preference for this product, which was associated with a more detail-oriented (critical) viewing pattern. The study's findings have potential implications for public health and can aid in developing targeted interventions to promote healthier food choices during festive periods. The new strategies should not focus on the sugar content of foods.
Keywords: Christmas; Eye-tracking; Food preference; Holiday season; Sugar.
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