Front-Panel Health Claims: When Less is More

15 Pages Posted: 13 Jan 2016

See all articles by Brian Wansink

Brian Wansink

Retired

Steven T. Sonka

University of Illinois at Urbana-Champaign

Clare Hasler

University of Illinois at Urbana-Champaign

Date Written: April 1, 2004

Abstract

Instead of focusing on whether consumers process product health claims, there is growing interest in how consumers process these claims. This article examines how the length of a front-label claim influences the nutritional beliefs and evaluation of a product when used in combination with complete back-label information. The results indicate that the presence of a shorter health claim on the front of the package (in combination with a more complete claim on the back) leads a person to generate more attribute-specific thoughts about the product and fewer general evaluative thoughts compared to longer health claims. These shorter health claims also led to more favorable beliefs about the product and to a more positive image of the product. This article concludes with a discussion of the implications of the findings for policy makers, consumers, and researchers.

Keywords: health claims, labeling, consumer behavior, marketing, perception, consumer research, attributes

Suggested Citation

Wansink, Brian and Sonka, Steven T. and Hasler, Clare, Front-Panel Health Claims: When Less is More (April 1, 2004). Food Policy, Vol. 29, No. 6, 2004, Available at SSRN: https://ssrn.com/abstract=2711422

Brian Wansink (Contact Author)

Retired ( email )

607-319-0123 (Phone)

Steven T. Sonka

University of Illinois at Urbana-Champaign ( email )

Champaign, IL 61820
United States

Clare Hasler

University of Illinois at Urbana-Champaign ( email )

601 E John St
Champaign, IL 61820
United States

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