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Understanding how consumers categorise nutritional labels: A consumer derived typology for front-of-pack nutrition labelling.

Hodgkins, C, Barnett, J, Wasowicz-Kirylo, G, Stysko-Kunkowska, M, Gulcan, Y, Kustepeli, Y, Akgungor, S, Chryssochoidis, G, Fernández-Celemin, L, Storcksdieck Genannt Bonsmann, S, Gibbs, M and Raats, MM (2012) Understanding how consumers categorise nutritional labels: A consumer derived typology for front-of-pack nutrition labelling. Appetite, 59 (3). pp. 806-817.

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Abstract

Significant ongoing debate exists amongst stakeholders as to the best front-of-pack labelling approach and emerging evidence suggests that the plethora of schemes may cause confusion for the consumer. To gain a better understanding of the relevant psychological phenomena and consumer perspectives surrounding FoP labelling schemes and their optimal development a Multiple Sort Procedure study involving free sorting of a range of nutritional labels presented on cards was performed in four countries (n=60). The underlying structure of the qualitative data generated was explored using Multiple Scalogram Analysis. Elicitation of categorisations from consumers has the potential to provide a very important perspective in this arena and results demonstrated that the amount of information contained within a nutrition label has high salience for consumers, as does the health utility of the label although a dichotomy exists in the affective evaluation of the labels containing varying degrees of information aggregation. Classification of exiting front-of-pack labelling systems on a proposed dimension of 'directiveness' leads to a better understanding of why some schemes may be more effective than others in particular situations or for particular consumers. Based on this research an enhanced hypothetical front-of-pack labelling scheme which combines both directive and non-directive elements is proposed.

Item Type: Article
Divisions : Faculty of Health and Medical Sciences > School of Psychology
Authors :
AuthorsEmailORCID
Hodgkins, CUNSPECIFIEDUNSPECIFIED
Barnett, JUNSPECIFIEDUNSPECIFIED
Wasowicz-Kirylo, GUNSPECIFIEDUNSPECIFIED
Stysko-Kunkowska, MUNSPECIFIEDUNSPECIFIED
Gulcan, YUNSPECIFIEDUNSPECIFIED
Kustepeli, YUNSPECIFIEDUNSPECIFIED
Akgungor, SUNSPECIFIEDUNSPECIFIED
Chryssochoidis, GUNSPECIFIEDUNSPECIFIED
Fernández-Celemin, LUNSPECIFIEDUNSPECIFIED
Storcksdieck Genannt Bonsmann, SUNSPECIFIEDUNSPECIFIED
Gibbs, MUNSPECIFIEDUNSPECIFIED
Raats, MMUNSPECIFIEDUNSPECIFIED
Date : 20 August 2012
Identification Number : 10.1016/j.appet.2012.08.014
Related URLs :
Additional Information : Notice: This is the author’s version of a work that was accepted for publication in <Appetite> Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definite version was subsequently published in <Appetite, 59(13), August 2012. DOI: 10.1016/j.appet.2012.08.014
Depositing User : Symplectic Elements
Date Deposited : 26 Jul 2013 16:07
Last Modified : 23 Sep 2013 20:02
URI: http://epubs.surrey.ac.uk/id/eprint/763035

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