Front-Panel Health Claims: When Less is More
15 Pages Posted: 13 Jan 2016
Date Written: April 1, 2004
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
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