Better Product Labels for Better Consumer Choices

Stoltenberg Birgit (), Unfried Matthias () and Manewitsch Vladimir ()
Additional contact information
Stoltenberg Birgit: Nuremberg Institute for Market Decisions, Nuremberg, Germany
Unfried Matthias: Nuremberg Institute for Market Decisions, Nuremberg, Germany
Manewitsch Vladimir: Nuremberg Institute for Market Decisions, Nuremberg, Germany

NIM Marketing Intelligence Review, 2022, vol. 14, issue 1, 49-53

Abstract: One way to support consumers in their decision-making is by using product labels or quality seals. The labels help consumers decide whether products meet their own needs and preferences. As the main function of labels is to highlight product characteristics in a simple and transparent way, designing a label is a big challenge: On the one hand, they have to be concise and allow for easy orientation; on the other hand, they often have to explain complex criteria and information. The study shows that the design of a label has a direct impact on the assessment of a product and on purchasing behavior. To ensure that a label works as intended and produces the desired effects, it should be tested in advance. Both consumer perception and the resulting choices can be tested in practice. If decision biases are observed, the label can still be modified. To fully use the potential of product labels, it is important to know and optimize their effect.

Keywords: Product Labels; Product Seals; Cognitive Biases; Ethical Consumption (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.2478/nimmir-2022-0008 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:gfkmir:v:14:y:2022:i:1:p:49-53:n:8

DOI: 10.2478/nimmir-2022-0008

Access Statistics for this article

NIM Marketing Intelligence Review is currently edited by Christine Kittinger-Rosanelli

More articles in NIM Marketing Intelligence Review from Sciendo
Bibliographic data for series maintained by Peter Golla ().