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