Basing a claim on “negatives free”: when does it serve as a quality cue?

Abstract

Purpose Individuals concerned about safety comprise a significant share of the consumer market today. This paper aims to provide the results of a study on when a front-of-package (FOP) claim about “no added negatives” can serve as a quality cue. Design/methodology/approach Four between-subjects experiments examine consumers’ quality perceptions in responses to the absence-focused claims and also identifies brand parity (Studies 1a and 1b) and the associated launch of inconsistent alternatives as moderators (Study 2) and investigate the extent to which the quality signaling value of absence-focused claims varies as a function of message regulatory focus (Study 3). Findings Research shows that a unique absence-focused claim indicates product quality (Studies 1a and 1b). However, there could be a cost in terms of reduced perceived quality when adding an inconsistent alternative to a brand (Study 2). Furthermore, consumers associate greater product quality with absence-focused FOP claims if an appeal is framed as prevention-focused rather than promotion-focused benefits (Study 3). Originality/value This study advances knowledge on the effects of front-of-package claims on consumer behavior and benefits marketers in determining effective front-of-package messages for product promotion.

(Relative) size matters: a content analysis of front-of-packaging cue proportions and hierarchies

“…, 2023), health attributes through nutrition labelling (Giannattasio et al. , 2024; Ku and Chang, 2021) and product attributes (Ku and Chen, 2023). Yet, analysis of front-of-packaging design from a strategic brand management perspective is lacking.…”

“…Here, front of packaging is a strategic marketing tool (Chen, 2021;Ku and Chen, 2023;Rundh, 2016), situated at the critical purchasepoint where decisions are made (Jin et al, 2019). As a strategic communicator, food packaging research has examined numerous concepts, including the abstractness of product descriptions (Trzebinski et al, 2023), health attributes through nutrition labelling (Giannattasio et al, 2024;Ku and Chang, 2021) and product attributes (Ku and Chen, 2023). Yet, analysis of front-of-packaging design from a strategic brand management perspective is lacking.…”

“…Ku and Chen, 2023;McGale et al, 2019;Rybaczewska et al, 2020), or incorporates only a few in a study (e.g. Abrams et al, 2015;Ku and Chang, 2021). In practice, front-of-packaging cues communicate collectively within the entire holistic design composition.…”

“…Abrams et al. , 2015; Ku and Chang, 2021). In practice, front-of-packaging cues communicate collectively within the entire holistic design composition.…”