Getting the Message: Framing Nutrition Labels to Increase Consumer Elaboration Likelihood

摘要

An online experiment measured perceived differences between nutrition label modifications of 946 participants divided into three groups (n=316 Control, n=308 Calories, and n=322 Percentage). One group of subjects reviewed a FDA mandated label as a control, another group a calorie label supplement, and the third group a percentage label supplement. Across the label exposure groups, significant differences were found for need for cognition on evaluation of potential outcomes. Health consciousness demonstrated a direct positive significant relationship to evaluation and focus on positive outcomes factors of the evaluation of potential outcomes scale. Interaction effects were observed between need for cognition and health consciousness between treatment groups, suggesting potential benefits from nutrition label summary supplements.