Lwin May O, Morrin Maureen, Tang Stanley W H, Low Jin Yong, Nguyen Thu, Lee Wei Xun
a Wee Kim Wee School of Communication & Information Nanyang Technological University.
Health Commun. 2014 Sep;29(8):745-761. doi: 10.1080/10410236.2013.789131. Epub 2013 Oct 25.
Food packaging in general and packaging incorporating health messages in particular have been active areas of inquiry, receiving attention from policymakers and food manufacturers alike. This study explores the effects of package seals and claims on perceived product healthfulness as a function of dietary restraint status. A laboratory experiment using realistic three-dimensional packaging shows that for restrained eaters (i.e., those who try to restrict their food intake), nutrition claims on "healthy" products and nutrition seals on "unhealthy" products are effective at enhancing perceptions of product healthfulness. Unrestrained eaters, in contrast, are largely unaffected by nutrition seals and claims. These results provide insights into restrained eaters' purchase motivations, as well as guidance for policymakers seeking to regulate the use of seals and claims.
一般而言，食品包装，尤其是包含健康信息的包装，一直是活跃的研究领域，受到政策制定者和食品制造商的关注。本研究探讨了包装密封和声明对感知产品健康程度的影响，该影响是饮食节制状态的函数。一项使用逼真的三维包装的实验室实验表明，对于节制饮食者（即那些试图限制食物摄入量的人），“健康”产品上的营养声明和“不健康”产品上的营养密封在增强对产品健康程度的感知方面是有效的。相比之下，不节制饮食者在很大程度上不受营养密封和声明的影响。这些结果为节制饮食者的购买动机提供了见解，也为寻求规范密封和声明使用的政策制定者提供了指导。
