New Insights into the Effectiveness of Front-of-Package Nutrition Label Formats: Situational Processing Perspective
von Setareh Sanjari
Datum der mündl. Prüfung:2018-03-02
Betreuer:Prof. Dr. Yasemin Boztug
Gutachter:Prof. Dr. Till Dannewald
Gutachter:Prof. Dr. Waldemar Toporowski
EnglischAbstract: Nutrition labeling literature yields fragmented results about the effect of front-of-package (FOP) nutrition label formats on healthy food choice. Specifically, it is unclear which type of nutrition label format is effective across different shopping situations. This dissertation contributes to the nutrition labeling literature by providing a framework based on the principles of dual-process theory, which posits that decisions are made either quickly and automatically (system 1) or slowly and deliberately (system 2). This integrative framework explains the boundary conditions under which a FOP label is used as well as how the personal and contextual variables impact the way in which a FOP nutrition label is employed. This dissertation contains three papers that contribute to the theory and practice. The findings of first conceptual review paper suggest that the effectiveness of nutrition label formats is influenced by the consumer’s dominant processing system, which is a function of specific contexts and personal variables (e.g., motivation, nutrition knowledge, time pressure, and depletion). Within this paper, we offered a novel perspective, that is situational processing perspective, which reveals that consumers might prefer different FOP nutrition label formats in different situations and can exhibit varying responses to the same label format across situations. The second paper provides empirical support for the conceptual framework of the effectiveness of FOP nutrition labels and demonstrates how a single FOP nutrition label is used differently. Specifically, it demonstrates how the interplay of contextual variables (time pressure) and personal variables (nutrition knowledge) leads to a specific processing mode (intuitive versus deliberate) and consequently a specific choice. Within two studies in this paper, we practically examined the interactive effect of time pressure and nutrition knowledge on processing mode (intuitive and deliberate) and use of FOP labels. Of interest, nutrition knowledge conversely moderates the effect of intuitive and deliberate processing mode on choice. The findings reveal the detrimental effect of low nutrition knowledge on choice under no time pressure. The third paper focuses on the difference in processing of two types of FOP nutrition labels, namely the GDA and Traffic light labels. The findings of these two empirical papers contribute to the practice of the conceptual framework offered in the first paper by examining the mediating role of processing mode (intuitive versus deliberate), which itself is a function of specific contextual and personal variables. In general, the outcome of this dissertation enables policymakers and retailers to identify the situations in which FOP labels are effective for healthful choice and develop relevant strategies for enhancing the use and effectiveness of FOP label formats. This research offers insight for the situational view in nutrition labeling by advancing our understanding of the underlying processes of use of a FOP nutrition label.
Keywords: Food Choice; Dual Process Model; FOP Nutrition Labeling Formats; Information Processing; Situational Processing Perspective