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The purpose of the study was to identify and describe differences in attention between current label formatting and the proposed label formatting. Forty-seven participants were interviewed. Participants were presented with mock sunscreen labels that resembled current labeling or labeling based on the proposed FDA rule. While reading the labels, eye movements were recorded. Participants spent 12.3 s longer looking at the front of the proposed rule-compliant label than they did on the front of the current label. They spent the longest time reading the directions (13\u201314 seconds) compared with other areas. Placing active ingredients on the front of a label in relatively large font makes it more likely consumers will look at the information.<\/jats:p>","DOI":"10.1093\/tbm\/ibad038","type":"journal-article","created":{"date-parts":[[2023,6,19]],"date-time":"2023-06-19T19:27:12Z","timestamp":1687202832000},"page":"768-774","source":"Crossref","is-referenced-by-count":3,"title":["Consumers pay attention to ingredients on the front of a label: an eye tracking study"],"prefix":"10.1093","volume":"13","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-4625-0163","authenticated-orcid":false,"given":"Mark","family":"Lowry","sequence":"first","affiliation":[{"name":"Division of Cancer Control and Population Sciences, National Cancer Institute , Bethesda, MD , USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Anne K","family":"Julian","sequence":"additional","affiliation":[{"name":"Division of Cancer Control and Population Sciences, National Cancer Institute , Bethesda, MD , USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Calvin","family":"Tribby","sequence":"additional","affiliation":[{"name":"Division of Cancer Control and Population Sciences, National Cancer Institute , Bethesda, MD , USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Frank","family":"Perna","sequence":"additional","affiliation":[{"name":"Division of Cancer Control and Population Sciences, National Cancer Institute , Bethesda, MD , USA"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"286","published-online":{"date-parts":[[2023,6,19]]},"reference":[{"issue":"5","key":"2023092815432889800_CIT0001","doi-asserted-by":"crossref","first-page":"561","DOI":"10.1001\/jamadermatol.2018.0028","article-title":"Prevalence of sun protection use and sunburn and association of demographic and behavioral characteristics with sunburn among US adults","volume":"154","author":"Holman","year":"2018","journal-title":"JAMA Dermatol."},{"issue":"2\u20133","key":"2023092815432889800_CIT0002","doi-asserted-by":"crossref","first-page":"96","DOI":"10.1111\/phpp.12099","article-title":"Application of sunscreen\u2014theory and reality","volume":"30","author":"Petersen","year":"2014","journal-title":"Photodermatol Photoimmunol Photomed."},{"issue":"16","key":"2023092815432889800_CIT0003","doi-asserted-by":"crossref","first-page":"1452","DOI":"10.1177\/154193120204601610","article-title":"Reported likelihood of reading over-the-counter (OTC) medication labeling and contacting a physician","volume":"46","author":"Cheatham","year":"2002","journal-title":"Proc Hum Factors Ergon Soc Annu Meet."},{"issue":"2","key":"2023092815432889800_CIT0004","doi-asserted-by":"crossref","first-page":"155","DOI":"10.1007\/s10389-008-0233-6","article-title":"Compliance packaging for over-the-counter drug products","volume":"17","author":"Weiss","year":"2009","journal-title":"J Public Health."},{"issue":"6","key":"2023092815432889800_CIT0005","doi-asserted-by":"crossref","first-page":"593","DOI":"10.1016\/j.amepre.2011.02.016","article-title":"Developing consumer-centered, nonprescription drug labeling: a study in acetaminophen","volume":"40","author":"King","year":"2011","journal-title":"Am J Prev Med."},{"issue":"8","key":"2023092815432889800_CIT0006","doi-asserted-by":"crossref","first-page":"1103","DOI":"10.1177\/0956797617702502","article-title":"Selectively distracted: divided attention and memory for important information","volume":"28","author":"Middlebrooks","year":"2017","journal-title":"Psychol Sci."},{"issue":"1","key":"2023092815432889800_CIT0007","doi-asserted-by":"crossref","first-page":"4","DOI":"10.1177\/1529100615623267","article-title":"So much to read, so little time: how do we read, and can speed reading help","volume":"17","author":"Rayner","year":"2016","journal-title":"Psychol Sci Public Interest."},{"issue":"4","key":"2023092815432889800_CIT0008","doi-asserted-by":"crossref","first-page":"387","DOI":"10.1080\/10810730.2015.1080327","article-title":"How are online health messages processed? 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