Abstract

Despite increased regulations and policy enforcement for nutrition labeling, ambiguous labels on food items can still have deleterious effects on consumer perceptions of health. The present study used a counterbalanced within-subjects design to test if emolabeling—the use of emoticons to convey health information (happy = healthy; sad = not healthy)—will reduce the effects of ambiguous labels on consumer perceptions of the healthfulness of a food item. 85 grocery store shoppers were shown nutrition labels for a low calorie (LC) and a high calorie (HC) food with/without emolabels, and with an ambiguous label that either implied the food was healthy or unhealthy. Results showed that emolabels reduced the effectiveness of ambiguous labels: consumers rated the LC food as healthier and the HC food as less healthy when emolabels were added. The results suggest that, if implemented, this image-based emolabeling system could possibly be an effective buffer against the use of ambiguous labeling by food manufacturers.

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