期刊
JOURNAL OF MARKETING RESEARCH
卷 43, 期 4, 页码 605-617出版社
AMER MARKETING ASSOC
DOI: 10.1509/jmkr.43.4.605
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In this era of increasing obesity and increasing threats of legislation and regulation of food marketing practices, regulatory agencies have pointedly asked how low-fat nutrition claims may influence food consumption. The authors develop and test a framework that contends that low-fat nutrition labels increase food intake by (1) increasing perceptions of the appropriate serving size and (2) decreasing consumption guilt. Three studies show that low-fat labels lead all consumers-particularly those who are overweight-to overeat snack foods. Furthermore, salient objective serving-size information (e.g., Contains 2 Servings) reduces overeating among guilt-prone, normal-weight consumers but not among overweight consumers. With consumer welfare and corporate profitability in mind, the authors suggest win-win packaging and labeling insights for public policy officials and food marketers.
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