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Why Do We Read On‐Pack Nutrition Information so Differently? A Typology of Reading Heuristics Based on Food Consumption Goals
Author(s) -
Chalamon Isabelle,
Nabec Lydiane
Publication year - 2015
Publication title -
journal of consumer affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.582
H-Index - 62
eISSN - 1745-6606
pISSN - 0022-0078
DOI - 10.1111/joca.12093
Subject(s) - reading (process) , heuristics , typology , food choice , consumption (sociology) , gratification , point of sale , marketing , inference , nutrition facts label , advertising , psychology , computer science , social psychology , business , sociology , environmental health , medicine , political science , operating system , pathology , artificial intelligence , world wide web , anthropology , law , social science
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.