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Consumers' Search and Use of Nutrition Information: The Challenge and Promise of the Nutrition Labeling and Education Act
Siva K. Balasubramanian and Catherine Cole
Journal of Marketing
Vol. 66, No. 3 (Jul., 2002), pp. 112-127
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3203458
Page Count: 16
You can always find the topics here!Topics: Nutrition, Food labeling, Consumer motivation, Brands, Information search, Fats, Nutrients, Calories, Food, Marketing
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Four studies investigate the Nutrition Labeling and Education Act's (NLEA's) impact on how consumers use nutrition information. Field and laboratory studies compare, but do not detect any changes in, consumers' search for nutrition information or their recall of this information in the pre- and post-NLEA periods. However, the search activities of a select group (highly motivated and less knowledgeable consumers) benefited more from the NLEA than did other groups. Additional results from the field and lab studies indicate that the NLEA changed attention to negative nutrition attributes (such as fat and sodium, of which less is better) more than it changed attention to positive attributes such as calcium and vitamins. Analyses of scanner databases confirm this trend (with the exception of calories). Focus group results also reflect these findings. The authors discuss implications for public policy, management, academic research, and consumer welfare.
Journal of Marketing © 2002 American Marketing Association