Functional claims and consumer choice in Japan: exploring the role of packaging and regulatory focus

Purpose This study investigates how consumer regulatory focus (promotion vs. prevention) influences visual attention toward functional claims on fresh food packaging. Grounded in Regulatory Focus Theory (RFT), it explores how motivational orientation shapes fixation patterns and information processing when evaluating health-related packaging content. Design/methodology/approach A simulated store experiment was conducted with six adult female participants who evaluated a functional food product (Kochi eggplant) while wearing an eye-tracking device. Fixation durations were measured across predefined Areas of Interest (AOIs) on both the front and back of the packaging. Regulatory focus was assessed using a validated psychological scale, and the data were analyzed using mixed-design ANOVA and principal component analysis (PCA). Findings Prevention-focused participants demonstrated broader and more distributed fixation patterns, attending extensively to detailed risk-reduction and nutritional information on both sides of the packaging. In contrast, promotion-focused participants concentrated mainly on salient, benefit-oriented claims on the front side. Mixed-design ANOVA revealed a significant interaction between regulatory focus and package position, while PCA identified substantial group differences, particularly in attention to detailed information. These findings reflect distinct information processing styles based on regulatory orientation. Practical implications Packaging design should align with regulatory focus: simplified, benefit-oriented claims for promotion-focused consumers and detailed, risk-reducing information for prevention-focused consumers. Originality/value This study extends Regulatory Focus Theory by incorporating behavioral eye-tracking evidence, demonstrating that regulatory focus systematically influences both the depth and scope of visual attention toward functional food packaging.