The effect of single serving versus entire package nutritional information on consumption norms and actual consumption of a snack food

objective: Increasing serving sizes have been identified as contributors to the obesity epidemic. Researchers suggest that consumers are in need of cues that provide norms for the appropriate amount of food to consume. The impact of one potential cue, the provision of nutritional information for a single serving as well as the entire package (dual-column labels) versus single-serving nutritional information only (single-column labels), was investigated on the consumption of a snack food for dieters and nondieters. Design: In a between-subjects experimental design, participants were provided with a snack food product and nutrition label. After the opportunity for consumption, they were provided with a survey instrument. Setting: The Study took place in a classroom setting. Participants: Undergraduate Students were randomly assigned to the single-column versus dual-column label treatment groups and were classified as dieters (n=45) or nondieters (n=67) based on self-reported dieting behavior. Intervention: Participants were exposed to either a single-column or dual-column nutrition label. Main Outcome Measures: Perceptions of consumption norms; use, importance, and understanding of nutrition labels; and the actual amount consumed by each individual were measured. Analysis: Analysis of variance was used to analyze data from the study. Results: Nondieting participants, but not dieting participants, ate significantly less when exposed to the dual-column label compared to the single-column label (P <.05). Although there was a significant difference in the amount consumed by dieters and nondieters in the case of the single-column label (P <.05), the presence of a dual-column label attenuated this effect. In addition, dieters reported paying greater attention to (P <.01), better perceived the necessity of (P <.01), and had better understanding of (P <.05) label information than nondieters. In addition, dieters considered the provided serving to be more adequate than nondieters (P <.05). Implications for Research and Practice: Compared to standard, single-column labels, dual-column nutritional labels have a greater impact on the snack food consumption of nondieters.