Table 5.

Measures for in-store behaviour

		Before the Keyhole campaign	During the Keyhole campaign
Time until purchase (sec)	Mean	21.73	21.92
Looked at front of pack	no	15.7%	13.7%
	yes	84.3%	86.3%
Health as a purchase motive	no	81.9%	78.5%
	yes	18.1%	21.5%
Looked at nutrition info	no	73.7%	62.9%
	yes	26.3%	37.1%
Look for Keyhole (only shoppers who looked for nutrition info)	no	43.3%	31.8%
	yes	56.7%	68.2%
Total N		708	703