건강에 대한 관심의 증가로 인하여 오늘날 소비자들은 식품과 소비재의 첨가물에 대해 막연한 두려움과 불안함을 느끼고 있다. 이를 이용하여 기업에서는 첨가물을 표기하지 않는 경우 무첨가를 제품 전면에 강조하는 무첨가 마케팅을 활발하게 실시하고 있다. 본 연구는 이러한 무첨가 표기를 보았을 때 소비자들이 제품을 어떻게 평가하는 지를 살펴보았다. 연구 결과, 무첨가 표기가 있는 제품을 건강한 제품이라고 평가하는 것에서 더 나아가, 첨가물과 관련 없는 성분들에 대해서도 더 좋은 방향으로 지각하는 경향인 후광효과(halo effect)를 보이고 있었다. 소비자들은 첨가하지 않았다고 무첨가 표기한 첨가물 이외의 다른 첨가물도 들어있지 않다고 생각하거나, 관계없는 요인인 품질, 국산 원재료 사용에 대해 추론하기도 하였다. 이러한 후광효과는 구체적 첨가물 성분을 적지 않고 무첨가 마크만 보여줬을 경우에도 마찬가지로 나타나고 있었다. 또한 제품 전면의 무첨가 표기와 함께 후면의 상세 제품 성분 정보를 통해 다른 첨가물이 여전히 첨가된 것을 보여줄 때도 후광효과는 감소하기는 하지만 여전히 나타나고 있었다. 본 연구는 무첨가 표기 광고의 영향을 새롭게 조명하였으며, 특히 소비재 제품에서의 건강 관련 표기 마케팅의 영향을 밝혔다는 점에서 의의가 있다.
With the rising concern in health and unwarranted anxiety over additives, package label marketing using additive-free claims is increasing. This study focuses on how consumers perceive products with additive-free claims on their labeling. We found that consumers tend to think that products with additive-free claims are healthy products, and they overgeneralize to the extent that the products have good aspects in other areas not described in additive-free claims; i.e., a halo effect. For example, they thought that soymilk without emulsifiers did not have other additives (e.g., artificial flavoring) or other negative ingredients (e.g., salt). This halo effect existed when consumers were presented only an “additive-free” claim without a list of specific excluded additives. This effect slightly decreased when consumers saw the “additive-free” claim in conjunction with the specific additives that had been removed listed on the front of the package and the other included additives listed on the back of the package. Throughout our research, the halo effect remains strong whether consumers are provided with only an “additive-free” claim, with a list of excluded additives on the front of the package, or with a list of included additives on the back of the package. This study extends current research about the halo effect of specific nutrition and health claims on package labeling and shows that a halo effect exists not only in food but also in consumer goods.
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