Consumers’ implicit and explicit recall, understanding and perceptions of products with nutrition-related messages: An online survey

Abstract

This study aimed to assess consumers’ implicit and explicit recall, understanding and perceptions of products with a nutrition claim and a symbol depicting ‘health,’ and to determine whether these perceptions differed among Nutrition Facts table (NFt) users vs. nonusers. In an online survey, participants (n = 1997) were randomized to one of eight conditions in a 2 × 2 × 2 factorial design, consisting of a label with a claim (present/absent) a heart-shaped symbol depicting ‘health’ (present/absent) for a healthier or less healthy soup. Participants were shown a label for 10 s and asked whether they recalled seeing a claim. If participants answered yes, they were then asked to describe their response using open-ended questions. Participants also rated the product’s perceived nutritional quality and purchase intentions using seven-point Likert scales. In the claim condition, most participants (75%) were able to recall the presence of a claim, while 12% incorrectly mentioned the presence of a claim when there was none. Claims likely attracted consumers’ attention and increased perceived nutritional quality, although with limited influence among NFt users (23%). The symbol depicting ‘health’ did not enhance perceived nutritional quality or purchase intentions. Although most participants (77%) made their decisions implicitly using the front of labels, those who used the NFt had a better understanding of the nutritional quality of products.