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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.
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