.png){kind=logo}
ISSN : 1229-8778
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.
박명희, 이성림, 이심열, 정자용 (2014). 가공식품의 무첨가 표기실태와 소비자 인식조사, 한국미래소비자포럼.
전상민, 여정성 (2008). 가공식품의 건강강조표시에 대한 소비자평가 및 선호도 분석, 소비자정책교육연구, 4(2), 75-95.
Alix Partners (2015, Feb 9) Companies may be ‘Leaving money on the table’ in health & wellness, says Alix Partners food & beverage consumer survey. Retrieved from http://www.alixpartners.com/en/MediaCenter/PressReleases/tabid/821/articleType/ArticleView/articleId/1552/Companies-May-Be-Leaving-Money-on-the-Table-in-Health-Wellness-Says-AlixPartners-Food-Beverage-Consumer-Survey.aspx#sthash.qOzcQyMo.dpuf
Andrews, J. C., Burton, S., & Netemeyer, R. G. (2000). Are some comparative nutrition claims misleading? The role of nutrition knowledge, ad claim type and disclosure conditions. Journal of Advertising, 29(3), 29-42.
Andrews, J. C., Netemeyer, R. G., & Burton S. (1998). Consumer generalization of nutrient content claims in advertising. Journal of Marketing, 62(4), 62-75.
Batte, M. T., Hooker, N. H., Haab, T. C., & Beaverson, J. (2007). Putting their money where their mouths are: consumer willingness to pay for multi-ingredient, processed organic food products. Food Policy, 32(2), 145-159.
Bernard, J. C., & Bernard, D. J. (2010). Comparing parts with the whole: willingness to pay for pesticide-free, non-GM, and organic potatoes and sweet corn. Journal of Agricultural and Resource Economics, 35(3), 457-475
Burton, S., Andrews, J. C., & Netemeyer, R. G. (2000). Nutrition ad claims and disclosures: interaction and mediation effects for consumer evaluations of the brand and the ad. Marketing Letters, 11(3), 35-247.
Chandon, P. (2013). How package design and packaged-based marketing claims lead to overeating. Applied Economic Perspectives and Policy, 35(1), 7-31.
Chandon, P., & Wansink, B. (2007). The biasing health halos of fast-food restaurant health claims: lower calorie estimates and higher side-dish consumption intentions. Journal of Consumer Research, 34(3), 301-314
Chandon, P., & Wansink, B. (2012). Does food marketing need to make us fat? A review and solutions. Nutrion Reviews, 70(10), 571- 593.
Dickson-Spillmann, M., Siegrist, M., & Keller C. (2011). Attitudes toward chemicals are associated with preference for natural food. Food Quality and Preference, 22(1), 149-156.
Hieke, S., & Taylor, C. R. (2012). A critical review of the literature on nutritional labeling. the Journal of Consumer Affairs, 46(1), 120-156.
Lee, W. J., Shimizu, M., Kniffin, K. M., & Wansink B. (2013). You taste what you see: do organic labels bias taste perceptions? Food Quality and Preference, 29(1), 33-39.
Keller, S. B., Landry, M., Olson, J., Velliquette, A. M., Burton, S., & Andrews, J. C. (1997). The effects of nutrition package claims, nutrition facts panels, and motivation to process nutrition information on consumer product evaluations. Journal of Public Policy & Marketing, 16(2), 256-269.
Koyratty, B., Shaheen, N., Aumjaud, B., & Neeliah, S. A. (2014). Food additive control: a survey among selected consumers and manufacturers. British Food Journal, 116(2), 353-372.
Kozup, J. C., Creyer, E. H., & Burton S. (2003). Making healthful food choices: the influence of health claims and nutrition information on consumers’ evaluations of packaged food products and restaurant menu items. Journal of Marketing, 67(April), 19-34.
Northup, T. (2014). Truth, lies, and packaging: how food marketing creates a false sense of health. Food Studies: an Interdisciplinary Journal, 3(1), 9-18.
Raghunathan, R., Naylor, R. E., & Hoyer, W. D. (2006). The unhealthy tasty intuition and its effects on taste inferences, enjoyment, and choice of food products. Journal of Marketing, 70(4): 170-84.
Roe, B., Levy, A. S., & Derby, B. M. (1999). The impact of health claims on consumer search and product evaluation outcomes: results from FDA experimental data. Journal of Public Policy & Marketing, 18(1), 89-105.
Schuldt, J. P., & Hannahan, M. (2013). When good deeds leave a bad taste: negative inferences from ethical food claims. Appetite, 62(1), 76-83.
Schuldt, J. P., & Norbert, S. (2010). The ‘organic’ path to obesity? Organic claims influence calorie judgements and exercise recommendations. Judgment and Decision Making, 5(3): 144-150.
Sloan, A. E. (2015). The top ten food trends. Food Technology: 69(4). Retrieved from http://www.ift.org/food-technology/past-issues/2015/april/features/the-top-ten-food-trends.aspx
Tamavölgyi, G. (2003). Analysis of consumers’ attitudes towards food additives using focus group survery. Agricultural Conspectus Scientificus, 68(3), 193-196.
Technomic. (2015a). Consumers want food additives subtracted from menus, finds Technomic’s Consumer4Sight. Retrieved from http://www.prnewswire.com/news-releases/consumers-want-food-additives-subtracted-from-menus-finds-technomics-consumer4sight-300103552.html
Technomic. (2015b). Consumer connect 2015: attitudes towards additives [Video file]. Retrieved from http://youtu.be/M_AM1zC3qcQ
Verbeke, W., Scholderer, J., & Lӓhteemmӓki, L. (2009). Consumer appeal of nutrition and health claims in three existing product concepts. Appetite, 52(3), 684-692.
Wansink, B. (2003). How do front and back package labels influence beliefs about health claims? The Journal of Consumer Affairs, 37(2), 305-316.
Wansink, B., & Pierre Chandon (2006). Can “low-fat” nutrition labels lead to obesity? Journal of Marketing Research, 43(4), 605-617.