Why Do We Read On‐Pack Nutrition Information so Differently? A Typology of Reading Heuristics Based on Food Consumption Goals. Issue 2 (12th September 2015)

• Record Type: Journal Article
• Authors: Chalamon, Isabelle; Nabec, Lydiane
• Is Part Of: Journal of consumer affairs. Volume 50:Issue 2(2016)
• Page Start: 403
• Page End: 429
• Publication Date: 2015-09-12
• Subjects: Consumer education -- Periodicals; Consumers -- Periodicals; 381.33
• DOI: 10.1111/joca.12093
• Languages: English
• ISSNs: 0022-0078

Abstract

Abstract : While prior research has extensively studied nutrition labeling use and consumer errors of judgment in the nutrition evaluation process, less attention has been paid to the consumer motivations that simplify the reading of on‐pack nutrition information. To address this gap, this study examines how food consumption goals affect consumer reading of this information. On the basis of a qualitative study, eight food consumption goals have been identified and classified into four types of motivations which impact reading behaviors: " Food Optimization, " " Food Regulation, " " Food Gratification, " and " Food as Mere Necessity. " From this typology, we derive eight on‐pack nutrition information reading heuristics as well as specific inference biases resulting from these simplifying reading strategies. This research also provides guidelines for policymakers so that nutritional messages given to consumers will be more targeted in order to promote better reading of on‐pack nutrition information at the point of sales.