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

Pierrick Gomez (), Carolina O. C. Werle and Olivier Corneille
Additional contact information
Pierrick Gomez: NEOMA Business School
Carolina O. C. Werle: Grenoble Ecole de Management
Olivier Corneille: Université Catholique de Louvain

Marketing Letters, 2017, vol. 28, issue 1, No 2, 15-27

Abstract: Abstract 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.

Keywords: Nutrition labeling; Metacognition; Disfluency; Food preferences (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (6)

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DOI: 10.1007/s11002-015-9397-3

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