The pitfall of nutrition facts label fluency: easier-to-process nutrition information enhances purchase intentions for unhealthy food products

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• 作者：Pierrick Gomez ; Carolina O. C. Werle ; Olivier Corneille
• 关键词：Nutrition labeling ; Metacognition ; Disfluency ; Food preferences
• 刊名：Marketing Letters
• 出版年：2017
• 出版时间：March 2017
• 年：2017
• 卷：28
• 期：1
• 页码：15-27
• 全文大小：
• 刊物类别：Business and Economics
• 刊物主题：Marketing;
• 出版者：Springer US
• ISSN：1573-059X
• 卷排序：28

文摘

This research examines the metacognitive effects of nutrition facts label clarity on food preferences. Two experiments show that, holding information content and comprehensibility constant, providing consumers with easier-to-process nutrition information increases purchase intentions for food products. The effect occurs not only for healthy (study 1) but also, and more ironically so, for unhealthy (study 1 and 2) food products. In addition, the latter fluency effect is found to be stronger among people scoring low in nutrition knowledge (study 2). These findings emphasize the consequences of delivering easily readable nutrition information to consumers. They also point to a potential pitfall of health prevention policies based on the simplification of nutrition labeling.