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The Influence of Nutrition Information on Choice: The Roles of Temptation, Conflict and Self-Control


  • All three universities are in the United Kingdom. The authors acknowledge the support of the British Academy of Marketing through a small funding grant which enabled the data collection for this manuscript.


This study investigated the impact of nutrition information on consumers' choice of a cake and examined the roles of key psychological decision factors. Based on a generalized linear model, results of an experiment on 299 female consumers in the United Kingdom showed that the presence of nutrition information in the form of Guideline Daily Amount (GDA) had a direct impact on food choice. GDA information had a moderating effect on the relationship between two psychological factors (conflict and self-control, but not temptation) and consumer choice. Temptation, conflict and self-control had direct effects on choice.