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Color and Word Choice Decide Consumer Behavior in the Grocery Store, UF Studies Say

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Organic produce

The way consumers view labels in the grocery store is the subject of two University of Florida studies.

One looks at how we react to colors used in packaging, and the other shows consumers read the terms “non-GMO” and “organic” as the same thing.

Dr. Zhifeng Gao is an associate professor of Marketing, Consumer Behavior and Applied Econometrics for the UF Institute of Food and Agricultural Sciences. He led the study looking into whether color helps draw consumers’ attention to information on food labels enough to impact their preferences.

Dr. Gao joins Gulf Coast Live to talk about how much color plays a role in what ends up in our carts.

Dr. Brandon McFadden is an assistant professor at UF/IFAS with areas of expertise in consumer behavior and food choice. He joins Gulf Coast Live to talk about the findings of his study that measured how much more people were willing to pay for products labeled "non-GM" versus those labeled "organic."

Rachel Iacovone is a reporter and associate producer of Gulf Coast Live for WGCU News. Rachel came to WGCU as an intern in 2016, during the presidential race. She went on to cover Florida Gulf Coast University students at President Donald Trump's inauguration on Capitol Hill and Southwest Floridians in attendance at the following day's Women's March on Washington.Rachel was first contacted by WGCU when she was managing editor of FGCU's student-run media group, Eagle News. She helped take Eagle News from a weekly newspaper to a daily online publication with TV and radio branches within two years, winning the 2016 Society of Professional Journalists Mark of Excellence Award for Best Use of Multimedia in a cross-platform series she led for National Coming Out Day. She also won the Mark of Excellence Award for Feature Writing for her five-month coverage of an FGCU student's transition from male to female.As a WGCU reporter, she produced the first radio story in WGCU's Curious Gulf Coast project, which answered the question: Does SWFL Have More Cases of Pediatric Cancer?Rachel graduated from Florida Gulf Coast University with a bachelor's degree in journalism.