How Do Front and Back Package Labels Influence Beliefs About Health Claims?

Authors

  • BRIAN WANSINK

    1. Brian Wansink is Professor of Nutritional Science, of Business Administration, and of Agricultural and Consumer Economics at the University of Illinois–Urbana-Champaign. The author would like to thank the National Soybean Research Laboratory and the Illinois Council for Agricultural Research for their support of this project.
    Search for more papers by this author

Abstract

One dilemma with health claims is that too much information can confuse consumers and too little information can mislead them. A controlled study is used to examine the effectiveness of various front-sided health claims when used in combination with a full health claim on the back of a package. The results indicate that combining short health claims on the front of a package with full health claims on the back of the package leads consumers to more fully process and believe the claim. The basic finding that using two sides of a package (short claim on front; long on back) increases the believability of health claims is relevant for policymakers, consumers, and researchers.

Ancillary