Consumer Generalization of Nutrient Content Claims in Advertising

Claims i n AdvertisingAlthough considerable research exists on consumer processing of nutrition labeling and package claims, less is known about consumer interpretation of nutrient content claims in advertising. This is important because product advertising often provides a significant first step for consumers in learning new nutrition information. Yet, unlike package claims, Nutrition Facts Panels are often not available for consumers during the processing of such advertising claims. Therefore, the authors examine the following research questions: (1) Do consumers misinterpret (i. e. , overgeneralize) common nutrient content claims in advertising? If so, under what conditions does this occur? and (2) Can various types of disclosure statements remedy this problem? To address these questions, the authors interview a total of 365 primary food shoppers in three geographically dispersed malls in the United States in a between-subjects experiment. Misleading generalizations, beyond those of control ad claims, are found for general and specific nutrient content claims. Ad disclosure type, ad claim type, and nutrition knowledge all separately influence nutrient content and disease risk measures. Evaluative disclosures reduce misleading generalizations to a greater extent than do absolute or relative disclosures. The authors offer implications for public policy and food marketers. ne of the most significant and controversial changes affecting consumers and food manufacturers is the Congressionally mandated Nutritional Labeling and Education Act (NLEA) (1990; deNitto 1991; Ingersoll 1991). The Food and Drug Administration's (FDA) regulations as a result of the NLEA have required nutritional labeling for most foods since May 1994 and specification of the approved use of nutrient content and health claims on all food packaging (Federal Register 1993). The regulations have provided the impetus for several recent studies that examine consumer acquisition, comprehension, and interpretation of nutrient content claims, health claims, and labeling on food packages (e. g. , Ford et al. 1996; Levy, Derby, and Roe 1997; Moorman 1996). Although it has been estimated that the regulations will cost food manufacturers between 1. 4 and 2. 3 billion over the next 20 years, public health benefits (e. g. , reductions in coronary heart disease, cancer, high blood pressure) are predicted to exceed the costs (FDA Consumer 1993, p. 6). Although nutrition labeling and package claim research has progressed since the appearance of the new food-labeling rules, relatively little is known about how consumers will process nutrient content and health claims in advertising in this new environment. This is important because of