The effects of physical activity calorie equivalent labeling on dieters' food consumption and post‐consumption physical activity

Effective body weight management requires dieters to engage in healthy eating and physical activity. This research explores the influences of physical activity calorie equivalent (PACE) labeling on dieters' food consumption and post‐consumption physical activity. PACE indicates the amount of physical activity required to burn off food energy intake. This labeling aims to raise awareness on energy balance by highlighting an immediate link between food intake and exercise. This research shows that when exposed to PACE labeling, dieters (but not non‐dieters) reduce their food consumption, increase their post‐consumption physical activity, and are considerably motivated to achieve energy balance. This occurs because PACE labeling active energy balance‐goal for dieters and influences their food consumption and subsequent physical activity. Implications for consumer well‐being and policymakers are discussed.