How modification of the Nutrition Facts panel influences consumers at risk for heart disease: The case of trans fat

Making well-informed, healthful food choices helps people maintain a high quality of life. This is especially true for consumers suffering from serious diseases and conditions, such as coronary heart disease and diabetes. Two studies examine how the provision of information on trans fat, a nutrient that provides no known beneficial health benefits, in the Nutrition Facts panel influences consumers' product perceptions and purchase intentions. Using a sample of consumers suffering from diabetes, the authors show that trans fat knowledge and level (disclosed in a Nutrition Facts panel) interact to influence risk perceptions of cardiovascular disease. The results also indicate that responses of consumers who are at risk for heart disease are influenced by the interplay among consumer knowledge, trans fat level, and motivation to process nutrition information. Specifically, the authors find that motivation in the absence of knowledge can lead to a misinterpretation of the nutrient information. Overall, the results indicate that without appropriate consumer education programs, the addition of trans fat levels to the Nutrition Facts panel may have limited or even unintended consequences. The article concludes with a discussion of the implications of these results for public policy.