Eyes on the Fries: An Eye-Tracking Study of Motivated Attention and Calorie Labeling on Fast-Food Menus.

Background/Objectives: This study examines the effectiveness of calorie labeling on restaurant menus by investigating how visual attention is allocated between calorie information and food cues. Although calorie labeling policies are widely implemented, prior research suggests limited impact on reducing energy intake. Methods: Using eye-tracking technology, this study explored how menu design factors (specifically visual food cues) influence attention. Results: Results from a within-subject experiment (N = 82) indicated that calorie labels received significantly fewer visual fixations (in terms of frequency and duration) when food images were present. Conversely, calorie labels did not reduce attention to food cues, highlighting an asymmetry in attentional allocations. Interestingly, restricted eaters were associated with more frequent attention to calorie labels but not with longer sustained attention to those labels. Conclusions: Overall, findings suggest that the motivational responses elicited by food cues undermine the effectiveness of calorie labeling by diverting attention away from nutritional information, limiting its utility as a public health intervention.