Hamlin Robert P, McNeill Lisa S, Moore Vanessa
Department of Marketing,University of Otago,PO Box 56,Dunedin,New Zealand.
Public Health Nutr. 2015 Aug;18(12):2126-34. doi: 10.1017/S1368980014002997. Epub 2014 Dec 22.
The present research was an experimental test that aimed to quantify the impact of two dominant front-of-pack (FOP) nutritional label formats on consumer evaluations of food products that carried them. The two FOP label types tested were the traffic light label and the Percentage Daily Intake.
A 4×5 partially replicated Latin square design was used that allowed the impact of the FOP labels to be isolated from the effects of the product and the consumers who were performing the evaluations.
The experiment was conducted on campus at the University of Otago, New Zealand.
The participants were 250 university students selected at random who met qualifying criteria of independent living and regular purchase of the products used in the research. They were not aware of the purpose of the research.
The presence of FOP labels led to significant and positive changes in consumer purchase intentions towards the products that carried them. These changes were not affected by the nature of FOP labels used, their size or the product nutritional status (good/bad) that they were reporting.
The result is consistent with the participants paying attention to the FOP label and then using it as an adimensional cue indicating product desirability. As such, it represents a complete functional failure of both of these FOP label types in this specific instance. This result supports calls for further research on the performance of these FOP labels before any move to compulsory deployment is made.
本研究是一项实验测试，旨在量化两种主要的包装正面（FOP）营养标签格式对带有这些标签的食品的消费者评价的影响。测试的两种FOP标签类型是红绿灯标签和每日摄入量百分比。
采用4×5部分重复拉丁方设计，使FOP标签的影响能够与产品和进行评价的消费者的影响隔离开来。
实验在新西兰奥塔哥大学的校园内进行。
参与者是随机挑选的250名大学生，他们符合独立生活和定期购买研究中使用的产品的资格标准。他们不知道研究的目的。
FOP标签的存在导致消费者对带有这些标签的产品的购买意愿发生了显著的积极变化。这些变化不受所使用的FOP标签的性质、其大小或它们所报告的产品营养状况（好/坏）的影响。
结果与参与者关注FOP标签并将其用作表明产品可取性的无量纲线索一致。因此，在这个特定实例中，这两种FOP标签类型都完全没有起到作用。这一结果支持在采取任何强制使用这些FOP标签的行动之前，对其性能进行进一步研究的呼吁。
