A study of front-of-package nutritional formats’ effectiveness and consumer evaluations

Thesis Advisory Committee

Prof. Anand Kumar Jaiswal
Prof. Rajat Sharma
Prof. Vidya Vemireddy

Abstract

This research examines the impact of disclosure of nutritional attributes on the front of the package (FOP) on product evaluation and choice(s). Specifically, the FOP cues are of two types: the one-sided partial condition, which only has the Nutrients to Limit (NTL) information. Second, the two-sided, full information (NTL+NTE) with additional Nutrients to Encourage (NTE) information disclosures. The one-sided, partial FOP cues containing only NTL information may impede consumer decision-making. On the other hand, the two-sided, full (NTL+NTE) FOP cues have the potential to enhance their well-being.
In Essay 1, we use a between-subject experimental design for non-comparative contexts. Drawing from two-sided persuasion literature, we found purchase intentions are significantly different in the case of comparison between one-sided, partial (NTL) and two-sided, full (NTL+NTE) information for products that have either both congruent (High NTL and High NTE) or both incongruent (Low NTL and Low NTE) attributes. However, with products having congruent and incongruent attribute combinations (High NTL with Low NTE and Low NTL with High NTE), purchase intention will not change significantly. Subjective Attitude Ambivalence (SAA) mediates these significant changes to perceived healthfulness, leading to purchase intention. We also study the moderating role of an interpretive format versus the reductive format on the linkage of FOP cues to SAA. The two-sided, full FOP cues will evoke SAA in specific cases affecting purchase intentions. We provide a moderated dual-mediation model through SAA for halo and horn effects through separate studies.
In Essay 2, for comparative product evaluation contexts, we test the potential of the two-sided, full information in the interpretive format to check serving size manipulations by the marketer. Using choice architecture theory, we find that consumer choice reduces significantly for health-framed or low-serve size options for two-sided, full information, compared to one-sided, partial (NTL) information. This reduction in choice might lower the marketers’ tendency to decrease the serve size information in case of one-sided, partial (NTL) information. This decrease in serve size results in a favorable evaluation of low-serve-size option products. We find a serial mediation of the Ability to Differentiate Healthiness and perceived healthfulness, leading to the purchase intention.