Visual attention to warning labels on beverage packaging

The aim of this diploma thesis is to find out how warning labels on the packaging of a sweetened beverage influence the visual attention of the consumer. The diploma thesis analyzes the influence of warning messages placed on the packaging of a sweetened beverage on recall, consumer perception of the product and on the consumer's purchase intention. Research hypotheses were established based on findings from the literature review. The goal was achieved using the methodological apparatus from the original study by Popova et al. (2019) Warning labels on sugar-sweetened beverages: An Eye-tracking approach. The research for the diploma thesis was carried out using an eye-tracking device and a debriefing, where the visual attention of consumers was examined thanks to the eye-tracking measurement, and subsequently, through the debriefing, the attitudes and opinions of individual consumers were determined, which could not be determined through the eye-tracking measurement . In the last part of this thesis, it was possible to prove that warning labels on the packaging of sugary drinks have an effect on the visual attention of the consumer. Furthermore, the influence of warning labels on the consumer's perception of the product was proven. The contribution of empirical research is the knowledge about the influence of warning messages on visual attention, recall, product perception and purchase intention of consumers in the Czech Republic for the practice of experts.