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How do Front and Back Package Labels Influence Beliefs about Health Claims?


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One dilemma with health claims is that too much information can confuse consumers and too little information can mislead them. Instead of using only one side of the package, a laboratory study examines the effectiveness of various front–sided health claims when used in combination with a full health claim on the back of a package.The results indicate that the presence of a shorter health claim on the front label generates a greater number of specific attribute–related thoughts, more inferences, and creates a more believable and positive image of the product in the consumers' mind than does a longer health claim on the front label. This article concludes with a discussion of how nutritional labeling information needs to be presented to more effectively enable consumers to use such information.-

Download paper from SSRN (the Social Science Research Network)
Wansink, Brian (2003). How Do Front and Back Package Labels Influence Beliefs About Health Claims? Journal of Consumer Affairs, 37(2), 305–316. 2003. doi: 10.1111/j.1745-6606.2003.tb00455.x. ​
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