The role of nutrition labels and advertising claims in altering consumers' evaluation and choice

Appetite
Svetlana BialkovaAnna Fenko

Abstract

Despite policy efforts, consumers' well-informed healthful choice is a challenge. Due to increasing number of benefit claims advertising taste or health front of pack (FOP), consumers face the dilemma to trade taste for health. To understand the mechanisms underlying food evaluation, this study investigates the health-pleasure trade-off and its effect on consumers' choice. 240 EU consumers took part in a taste experiment, after being presented with the product FOP. Half of the products carried a nutrition label FOP, respectively, reduced fat for potato chips, reduced sugar for cereal bars. Further, one third of the products carried health benefit claim, one third taste benefit claim, and one third no additional claim FOP. Attention to information and its effect on experienced taste, health perception and the buying intention were measured. The results show that the message displayed FOP altered consumers evaluation and choice. The effectiveness of the FOP message further depended on consumers' health motivation and the healthfulness perception of carrier products. The outcomes are summarized in a framework of health-pleasure trade-off. Current findings call for the establishment of standards to avoid the use of misleading infor...Continue Reading

References

Jan 26, 2010·Journal of Nutrition Education and Behavior·Sarah E ColbyBonita Hoverson
Feb 23, 2013·NeuroImage·Fabian GrabenhorstMatthias Brand

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Citations

Oct 9, 2018·Australian and New Zealand Journal of Public Health·Adyya GuptaJane Harford
Nov 16, 2018·Canadian Journal of Dietetic Practice and Research : a Publication of Dietitians of Canada = Revue Canadienne De La Pratique Et De La Recherche En Diététique : Une Publication Des Diététistes Du Canada·Rachel J L ProwseKim D Raine
May 24, 2019·Public Health Nutrition·Adyya GuptaAnnette Braunack-Mayer
Feb 7, 2018·Health Communication·Rachel Bailey, Adrienne Muldrow
Oct 27, 2017·Nutrition Reviews·S Setareh SanjariYasemin Boztug
Nov 17, 2019·International Journal of Environmental Research and Public Health·Fernanda Mediano StoltzeFrancesca R Dillman Carpentier
Oct 16, 2019·PloS One·Jayson L Lusk
Jun 6, 2019·Food Science and Technology International = Ciencia Y Tecnología De Los Alimentos Internacional·Ana CurutchetPatricia Arcia
Nov 12, 2020·International Journal of Environmental Research and Public Health·Beatriz Franco-ArellanoMary R L'Abbé
Jan 13, 2021·Nutrients·Marika Dello Russo On Behalf Of The Italian Society Of Human Nutrition Sinu Young Working Group
Nov 4, 2020·Nutrients·Cristina González-DíazMar Iglesias-García

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