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The role of familiarity in front-of-pack label evaluation and use: A comparison between the United Kingdom and The Netherlands

Van Herpen, E, Seiss, E and Van Trijp, HCM (2012) The role of familiarity in front-of-pack label evaluation and use: A comparison between the United Kingdom and The Netherlands Food Quality and Preference, 26 (1). pp. 22-34.

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Three labeling schemes - signpost logos, multiple traffic light (MTL) labels, and labels communicating guideline daily amounts (GDA) - dominate the debate on front-of-pack nutrition labeling used to assist consumers in making informed food choices. Although the performance of these labeling schemes has been studied extensively, this has mainly been done with a focus on single labeling schemes within single countries where these labels have already a foothold in the market place. Such a priori familiarity raises issues regarding the generalization of results to other contexts and countries. The present study compares consumer evaluation of nutrition labeling schemes, product choices, and inferred product healthfulness across two markets (UK and the Netherlands) with different front-of-pack labeling histories. Results show that familiarity with the labeling scheme affects self-reported evaluations and usage intentions, but that all labeling schemes are equally effective in stimulating healthful choices. The study further shows evidence that all labels increase the perceived healthfulness of more healthful options and that only MTL and GDA reduce healthfulness perceptions of the less healthful options within an assortment. These results are a first step in further elucidating the underlying cognitive processes involved in consumer evaluation and use of front-of-pack nutrition labeling. © 2012 Elsevier Ltd.

Item Type: Article
Divisions : Faculty of Health and Medical Sciences > School of Psychology
Authors :
Van Herpen, E
Seiss, E
Van Trijp, HCM
Date : October 2012
DOI : 10.1016/j.foodqual.2012.03.003
Related URLs :
Additional Information : Notice: This is the author’s version of a work that was accepted for publication in <Food Quality and Preference> 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 <Food Quality and Preference, 26 (1), October 2012. DOI: 10.1016/j.foodqual.2012.03.003
Depositing User : Symplectic Elements
Date Deposited : 13 Nov 2013 12:54
Last Modified : 09 Jun 2014 13:48

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