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Health Halos: How Nutrition Claims Influence Food Consumption for Overweight and Normal Weight People

¹ AEM, Cornell, 110 Warren Hall, Cornell University, Ithaca, NY, 14850,
² Marketing, INSEAD, 4569 Boulevard de Constance, Fountainbleu, 397G12, France

ABSTRACT

How do the nutrition claims on packaged goods influence how much a person eats? In an era of increasing obesity and increasing threats of legislation, regulation, and boycotts, this question is a concern both to responsible packaged goods companies and to regulatory agencies.

To address this question, we develop and test a framework that shows how relative nutrition claims (such as "low-fat") can increase food intake by increasing perceptions of appropriate serving size and decreasing anticipation of consumption guilt.

Three studies show that relative nutrition claims can lead all consumers to overeat, but this becomes more exaggerated for overweight consumers than those with a normal weight. Further results show that providing objective serving size information eliminates the overeating that is encouraged by low-fat nutrition labels, but only among normal weight consumers.

With consumer welfare and corporate profitability in mind, win-win labeling insights are suggested for manufacturers and public policy officials.

This Article Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Download to citation manager Google Scholar Articles by Wansink, B. Articles by Chandon, P. PubMed Articles by Wansink, B. Articles by Chandon, P.