The Impact of Health Claims on Consumer Search and Product Evaluation Outcomes: Results from FDA Experimental Data

Journal of Public Policy and Marketing - Tập 18 Số 1 - Trang 89-105 - 1999
Brian E. Roe1, Alan S. Levy2, Brenda M. Derby2
1Department of Agricultural, Environmental and Development Economics, Ohio State University
2Consumer Studies Branch, Center for Food Safety and Applied Nutrition, U.S. Food and Drug Administration.

Tóm tắt

The authors report results of a mall-intercept study regarding the effects of health claims on consumer information search and processing behavior. Results suggest that the presence of health and nutrient-content claims on food packages induces respondents to truncate information search to the front panel of packages. Respondents who either truncate information search or view claims provide more positive summary judgments of products and give greater weight to the information mentioned in claims than to the information available in the Nutrition Facts panel. The presence of a claim also is associated with a halo effect (rating the product higher on other health attributes not mentioned in the claim) and, for one of the three products tested, a magic-bullet effect (attributing inappropriate health benefits to the product). The authors discuss the policy implications of these results for Food and Drug Administration health claim regulations.

Từ khóa


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Thông tin
Thông tin xuất bản

Journal of Public Policy and Marketing

Tập 18 Số 1

89-105

Thông tin tác giả