In a laboratory experiment using a between-subjects design, the authors examine the effects on nutrition and product evaluations of nutrition claims made (e.g., "99% fat free; " "low in calories") on a product package, product nutrition value levels, and enduring motivation to process nutrition information. Enduring motivation is shown to moderate the effects of product nutrition value on consumer evaluations. Also, nutrition claims interact with product nutrition value in affecting consumer perceptions of manufacturer credibility. Given the availability of nutrient levels in the Nutrition Facts panel on the back of the mock package, nutrition claims on the front of the package generally did not affect positively consumers' overall product and purchase intention evaluations. The authors discuss some implications of these findings, suggestions for further research, and study limitations. I Regulations stemming from the Nutrition Labeling and Education Act (NLEA) of 1990 have resulted in major changes in nutrition information on food packages. Specifically, recent Food and Drug Administration (FDA)/U.S. Department of Agriculture (USDA) regulations resulting from the NLEA have produced standardized Nutrition Facts panels, as well as specific stipulations regarding use of nutrient content claims on packages (Food and Drug Administration 1993). Given these important changes, we examine effects of nutrition claims on the front of packages, nutrition value information presented in the Nutrition Facts panel, and consumers' motivation to process nutrition information on consumers' product-related judgments in a between-subjects experiment. Although some exceptions exist, Nutrition Facts panels have been included on most food products since August, 1994, and are required to be of uniform design, typographic style, color scheme, and standard placement of information. The Nutrition Facts panel lists serving size and servings per container, plus total calories and calories from fat. Also listed are amounts per serving and the percentage of daily values (DV) of total fat, saturated fat, cholesterol, sodium, total carbohydrates, dietary fiber, Vitamins A and C, calcium, and iron, based on a 2000-calorie daily diet (Food and Drug Administration 1993). Food labeling regulations also indicate which specific nutrient claims can be made on packages and under what specific conditions these claims can be made. For example, the term "low in fat" requires that the product have three grams of fat or less (per 100 grams of food content for a meal/main dish) and 30% or fewer calories from fat. Other claims, such as "99% fat free" and "low in calories" (i.e., 120 calories or fewer per 100 grams of food content for a meal/main dish), also are regulated according to actual food content (Food and Drug Administration 1993, 2415-19). Research Objectives Various parties interested in nutrition, such as federal agencies, citizen groups, and marketers, have sought to evaluate the effects of the NLEA-based food labeling regulations (cf. Levy 1995; M...

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The nutrition facts panel on food packages was designed to provide comprehensible quantitative nutrition information that would allow consumers to make more informed food choices that could result in significant long-term health benefits. This study (1) examines how accurately consumers can use nutrient information in the facts panel to determine if a product has more or less than the recommended daily values of certain nutrients and (2) offers predictions and tests of the relationships between this usage ability and product nutrition evaluations and purchase intentions. Results show that more accurate use moderates the effect of product nutrition value on consumer evaluations, as predicted. Findings also reveal that several variables (e.g., measures of nutrition knowledge, attitude toward the “facts” label) are related to accuracy in the usage task. Implications based on these findings are offered.

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