Age, Product Nutrition, and Label Format Effects on Consumer Perceptions and Product Evaluations

Authors

Scot Burton, University of Arkansas - Main CampusFollow
J. Craig Andrews, Marquette UniversityFollow

Document Type

Article

Publication Date

Spring 1996

Publisher

Wiley

Source Publication

Journal of Consumer Affairs

Source ISSN

0022-0078

Abstract

Nutrition label format effects across different levels of product nutrition value and groups of younger (under 58 years; average 46 years) and older consumers (58 years or more; average 70 years) are examined using a 3 × 2 × 2 experimental design. Age interacts with nutrition level in affecting nutrition evaluation measures with older consumers displaying smaller differences in nutrition attitude and purchase likelihood for a low versus a high nutrition value product. Older consumers also perceive all labels as more difficult to understand. Consumer performance on judgment tasks vary across label formats and nutrition value manipulations. Implications for consumer welfare and future research are offered.

Comments

Accepted version. Journal of Consumer Affairs, Vol. 30, No. 1 (Summer 1996): 68-89. DOI. © Wiley. Used with permission.

Recommended Citation

Burton, Scot and Andrews, J. Craig, "Age, Product Nutrition, and Label Format Effects on Consumer Perceptions and Product Evaluations" (1996). Marketing Faculty Research and Publications. 72.
https://epublications.marquette.edu/market_fac/72