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Consumers’ Implicit and Explicit Recall, Understanding and Perceptions of Products with Nutrition-Related Messages: An Online Survey

Author

Listed:
  • Beatriz Franco-Arellano

    (Department of Nutritional Sciences, Faculty of Medicine, University of Toronto, Medical Sciences Building, 1 King’s College Circle Rm 5368, Toronto, ON M5S 1A8, Canada)

  • Lana Vanderlee

    (Department of Nutritional Sciences, Faculty of Medicine, University of Toronto, Medical Sciences Building, 1 King’s College Circle Rm 5368, Toronto, ON M5S 1A8, Canada
    École de Nutrition, Université L and Al, Pavillon des Services, Bureau 2729-E, 2440 Boul. Hochelaga, Quebec City, QC G1V 0A6, Canada)

  • Mavra Ahmed

    (Department of Nutritional Sciences, Faculty of Medicine, University of Toronto, Medical Sciences Building, 1 King’s College Circle Rm 5368, Toronto, ON M5S 1A8, Canada)

  • Angela Oh

    (Department of Nutritional Sciences, Faculty of Medicine, University of Toronto, Medical Sciences Building, 1 King’s College Circle Rm 5368, Toronto, ON M5S 1A8, Canada
    Faculty of Law, University of Ottawa, 57 Louis Pasteur St, Ottawa, ON K1N 6N5, Canada)

  • Mary R. L’Abbé

    (Department of Nutritional Sciences, Faculty of Medicine, University of Toronto, Medical Sciences Building, 1 King’s College Circle Rm 5368, Toronto, ON M5S 1A8, Canada)

Abstract

This study aimed to assess consumers’ implicit and explicit recall, understanding and perceptions of products with a nutrition claim and a symbol depicting ‘health,’ and to determine whether these perceptions differed among Nutrition Facts table (NFt) users vs. nonusers. In an online survey, participants (n = 1997) were randomized to one of eight conditions in a 2 × 2 × 2 factorial design, consisting of a label with a claim (present/absent) a heart-shaped symbol depicting ‘health’ (present/absent) for a healthier or less healthy soup. Participants were shown a label for 10 s and asked whether they recalled seeing a claim. If participants answered yes, they were then asked to describe their response using open-ended questions. Participants also rated the product’s perceived nutritional quality and purchase intentions using seven-point Likert scales. In the claim condition, most participants (75%) were able to recall the presence of a claim, while 12% incorrectly mentioned the presence of a claim when there was none. Claims likely attracted consumers’ attention and increased perceived nutritional quality, although with limited influence among NFt users (23%). The symbol depicting ‘health’ did not enhance perceived nutritional quality or purchase intentions. Although most participants (77%) made their decisions implicitly using the front of labels, those who used the NFt had a better understanding of the nutritional quality of products.

Suggested Citation

  • Beatriz Franco-Arellano & Lana Vanderlee & Mavra Ahmed & Angela Oh & Mary R. L’Abbé, 2020. "Consumers’ Implicit and Explicit Recall, Understanding and Perceptions of Products with Nutrition-Related Messages: An Online Survey," IJERPH, MDPI, vol. 17(21), pages 1-20, November.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:21:p:8213-:d:441122
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    References listed on IDEAS

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