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Marketers’ use of alternative front-of-package nutrition symbols: An examination of effects on product evaluations

Author

Listed:
  • Christopher L. Newman

    (University of Mississippi)

  • Scot Burton

    (University of Arkansas)

  • J. Craig Andrews

    (Marquette University)

  • Richard G. Netemeyer

    (University of Virginia)

  • Jeremy Kees

    (Villanova University)

Abstract

How front-of-package (FOP) nutrition icon systems affect product evaluations for more and less healthful objective nutrition profiles is a critical question facing food marketers, consumers, and the public health community. We propose a conceptually-based hierarchical continuum to guide predictions regarding the effectiveness of several FOP systems currently used in the marketplace. In Studies 1a and 1b, we compare the effects of a broad set of FOP icons on nutrition evaluations linked to health, accuracy of evaluations, and purchase intentions for a single product. Based on these findings, Studies 2 and 3 test the effects of two conceptually-different FOP icon systems in a retail laboratory in which consumers make comparative evaluations of multiple products at the retail shelf. While there are favorable effects of each system beyond control conditions with no FOP icons, results show that icons with an evaluative component that aid consumers’ interpretations generally provide greater benefits (particularly in product comparison contexts). We offer implications for consumer packaged goods marketers, retailers, and the public policy and consumer health communities.

Suggested Citation

  • Christopher L. Newman & Scot Burton & J. Craig Andrews & Richard G. Netemeyer & Jeremy Kees, 2018. "Marketers’ use of alternative front-of-package nutrition symbols: An examination of effects on product evaluations," Journal of the Academy of Marketing Science, Springer, vol. 46(3), pages 453-476, May.
    • Handle: RePEc:spr:joamsc:v:46:y:2018:i:3:d:10.1007_s11747-017-0568-z
    DOI: 10.1007/s11747-017-0568-z
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    References listed on IDEAS

    as
    1. Christopher Berry & Scot Burton & Elizabeth Howlett, 2017. "It’s only natural: the mediating impact of consumers’ attribute inferences on the relationships between product claims, perceived product healthfulness, and purchase intentions," Journal of the Academy of Marketing Science, Springer, vol. 45(5), pages 698-719, September.
    2. Burton, S. & Creyer, E.H. & Kees, J. & Huggins, K., 2006. "Attacking the obesity epidemic: The potential health benefits of providing nutrition information in restaurants," American Journal of Public Health, American Public Health Association, vol. 96(9), pages 1669-1675.
    3. Gerard J. Tellis, 2017. "Interesting and impactful research: on phenomena, theory, and writing," Journal of the Academy of Marketing Science, Springer, vol. 45(1), pages 1-6, January.
    4. Joseph K. Goodman & Gabriele Paolacci, 2017. "Crowdsourcing Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(1), pages 196-210.
    5. Scammon, Debra L, 1977. ""Information Load" and Consumers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 4(3), pages 148-155, December.
    6. Newman, Christopher L. & Howlett, Elizabeth & Burton, Scot, 2014. "Shopper Response to Front-of-Package Nutrition Labeling Programs: Potential Consumer and Retail Store Benefits," Journal of Retailing, Elsevier, vol. 90(1), pages 13-26.
    7. Jeremy Kees & Marla B. Royne & Yoon-Na Cho, 2014. "Regulating Front-of-Package Nutrition Information Disclosures: A Test of Industry Self-Regulation vs. Other Popular Options," Journal of Consumer Affairs, Wiley Blackwell, vol. 48(1), pages 147-174, March.
    8. Christopher L. Newman & Elizabeth Howlett & Scot Burton, 2016. "Effects of Objective and Evaluative Front-of-Package Cues on Food Evaluation and Choice: The Moderating Influence of Comparative and Noncomparative Processing Contexts," Journal of Consumer Research, Oxford University Press, vol. 42(5), pages 749-766.
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    Cited by:

    1. Pierre Dubois & Paulo Albuquerque & Olivier Allais & Céline Bonnet & Patrice Bertail & Pierre Combris & Saadi Lahlou & Natalie Rigal & Bernard Ruffieux & Pierre Chandon, 2021. "Effects of front-of-pack labels on the nutritional quality of supermarket food purchases: evidence from a large-scale randomized controlled trial," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 119-138, January.
    2. Andrews, J. Craig & Netemeyer, Richard & Burton, Scot & Kees, Jeremy, 2021. "What consumers actually know: The role of objective nutrition knowledge in processing stop sign and traffic light front-of-pack nutrition labels," Journal of Business Research, Elsevier, vol. 128(C), pages 140-155.
    3. Rybak, Garrett & Burton, Scot & Johnson, Alicia M. & Berry, Christopher, 2021. "Promoted claims on food product packaging: Comparing direct and indirect effects of processing and nutrient content claims," Journal of Business Research, Elsevier, vol. 135(C), pages 464-479.
    4. Radovan Savov & Filip Tkac & Juraj Cheben & Jana Kozakova & Jakub Bercík, 2022. "Impact of Different FOPL Systems (Nutri-Score vs. Nutrinform) On Consumer Behaviour: Case Study of the Slovak Republic," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 24(61), pages 797-797, August.
    5. Zeng, Tian & Botella-Carrubi, Dolores, 2023. "Improving societal benefit through transformative consumer research: A descriptive review," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    6. Zhou, Li & Zhu, Guowei, 2022. "Mind the gap: How the numerical precision of exercise-data-based food labels can nudge healthier food choices," Journal of Business Research, Elsevier, vol. 139(C), pages 354-367.
    7. Amaradri Mukherjee & Ronn J. Smith & Scot Burton, 2023. "The effect of positive anticipatory utility on product pre‑order evaluations and choices," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 551-569, May.
    8. Rybak, Garrett & Burton, Scot & Berry, Christopher, 2024. "Reducing the negative impact of ultra-processed foods: Consumer response to natural claims, organic claims, and processing level disclosures," Journal of Business Research, Elsevier, vol. 177(C).
    9. Medina-Molina, Cayetano & Rey-Moreno, Manuel & Periáñez-Cristóbal, Rafael, 2021. "Analysis of the moderating effect of front-of-pack labelling on the relation between brand attitude and purchasing intention," Journal of Business Research, Elsevier, vol. 122(C), pages 304-310.
    10. Bozkurt, Sıddık & Gligor, David, 2021. "Distinguishing between the impact of social media public and private compliments on customers’ future service recovery expectations," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).

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