One dilemma with health claims is that too much information can confuse consumers and too little information can mislead them. Instead of using only one side of the package, a laboratory study examines 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 the presence of a shorter health claim on the front label generates a greater number of specific attribute-related thoughts, more inferences, and creates a more believable and positive image of the product in the consumers’ mind than does a longer health claim on the front label. This article concludes with a discussion of how nutritional labeling information needs to be presented to more effectively enable consumers to use such information.

For more information see Wansink, Brian (2003), “How Do Front and Back Package Labels Influence Beliefs About Health Claims?” Journal of Consumer Affairs, 37:2 (Winter), 305-316. Acknowledgement: ©2003 The American Council on Consumer Interests, Blackwell Publishing www.blackwell-synergy.com.

Contact:
Brian Wansink, PhD
Food and Brand Lab, Director
110 Warren Hall
Cornell University
Ithaca, NY 14853
Email: foodandbrandlab@cornell.edu

*This study was conducted at the University of Illinois, former location of the Cornell Food and Brand Lab.

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