Labeling and Taste Targeting

Front-Label Health Claims: When Less is More

Growing global attention has been directed toward labeling the ingredients, processing methods, and health claims of food. Accompanying this attention is an interest in how consumers process or understand the information on such labels. This article examines how the length of a front-label claim influences the nutritional beliefs and evaluation of a product when used in combination with complete back-label information.

For more information see Wansink, Brian, Steven T. Sonka, and Clare M. Hasler (2004), “Front-Label Health Claims: When Less is More, Food Policy, 29:6 (December), 659-667.

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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© 2006 Cornell University, Food and Brand Lab, Department of Applied Economics and Management