Can Consumers Interpret Nutrition Information in the Presence of a Health Claim? A Laboratory Investigation

Abstract

The authors report the results of a laboratory experiment that investigates whether consumers can evaluate nutrition information in the presence of a health claim. Results show that both health claims and nutrition information influence beliefs about product healthfulness. However, health claims do not influence the processing of nutrition information on a food label. Rather, health claims and nutrition information have independent effects on consumer beliefs. The authors discuss the implications of these findings for the Food and Drug Administration policy on limiting health claims.

Health claims: Consumers’ matters

“…As it has been indicated above, consumers' knowledge for basic dietary issues cannot be taken for granted. As a result, if there is no prior indication of consumers' knowledge regarding dietary issues and/or familiarity with certain products, such as functional foods it is very difficult to determine , Alfieri and ByrdBredbenner (2000), Armstrong et al (2005), , Bogue et al (2005), , , Kim et al (2001), Wu et al (2005) Alfieri and Byrd-Bredbenner (2000), Brecher et al (2000), Lee et al (2007), LeGault et al (2004), Teratanavat and Hooker (2006), Tuorila and Cardello (2002) Bech-Larsen and Grunert (2003), , Croft et al (2002), Dean et al (2007), Di , Kozup et al (2003), Luckow et al (2006), , Patch et al (2005), Peng et al (2006), Roe et al (1999), Schrö der and Horsburgh (1997), , Van Trijp and Van der Lans (2007) Abbott (1997), , Bruhn et al (2002), , Mayer et al (1998, Bech-Larsen and Grunert (2003), , Burton et al (2000), Corney et al (1994), Dragicevich et al (2006), Ford et al (1996), , Kozup et al (2003), Lohmann and Kant (2000), , Roe et al (1999), Teratanavat and Hooker (2006), , Van Kleef et al (2005), Van Trijp and Van der Lans (2007), , …”

Perception of Health Claims Among Nordic Consumers

“…Issues addressed have been the effects of health claims on overall product evaluations and purchase intentions (e.g., Garretson and Burton 2000;Lyly et al 2007), on product sales (e.g., Mathios 1991, 1994), and on inferences about other product attributes (e.g., Andrews et al 1998;Mitra et al 1999;Roe et al 1999). Also, the possible reciprocal impact of health claims and nutrition information has been analysed (e.g., Ford et al 1996;Kozup et al 2003;Mazis and Raymond 1997). Our interest in this paper is directed at elements of the claim formulation itself and how they affect consumer perception of the claim.…”

Consumers’ valuation of nutritional information: A choice experiment study

“…Szykman, Bloom, and Levy (1997) analysed the factors affecting claim and nutrition label use and the possible positive correlation between them. Ford, Hastak, Mitra, and Ringold (1996), Keller, Landry, Olson, and Velliquette (1997), and Mitra, Manoj, Ford, and Ringold (1999) focussed on examining the ability of consumers to interpret nutrition label in the presence of a health and/or nutrition claim. Finally, Garretson and Burton (2000), Roe, Levy, and Derby (1999), and Kozup, Creyer, and Burton (2003) studied the effect of nutrition information contained in both, nutrition labels and claims on consumers' attitudes and purchase intentions, and the possible interaction between them.…”