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Is being, say, a macaroon or a smoothie a matter of what these products look and taste like and how they feel in the mouth? Or is it a matter of which ingredients have been used and how they have been processed? Will ordinary consumers always rely on their own judgment in such matters, or delegate the final judgment to experts of some sort? The present experimental study addressed these issues in combination by testing the limits for consumers' acceptance of three different name-product combinations when exposed to taste samples alone (sensory product attributes), taste samples in combination with ingredients lists and nutrition facts (adding factual information), and both, in combination with authoritative definitions (adding experts' final judgments). The examples were modelled around authentic cases from the Danish food market which have been subject to vast legal as well as public concern. The results provide new insights into the socio-cognitive dynamics behind consumers' acceptance or rejection of specific name-product combinations and new leads for supporting the fairness of food naming practices with a view also to the product type, the stage it has reached in its life-cycle, and its degree of familiarity on the market.

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Rapporten indgår i det nordiske projekt "Finansavtalelov -perspektiver for Norden og EU". Projektet er udført i perioden maj 2005-august 2006 for midler bevilget af Nordisk Ministerråd.Arbejdet med rapporten er gennemført under en projektgruppe bestående afUdreder har vaeret Peter Møgelvang-Hansen, Juridisk Institut, CBS, Handelshøjskolen i København.Projektgruppen har afholdt et indledende møde med udrederen. Herefter er kommunikationen foregået skriftligt.Projektgruppens opgave har i hovedsagen vaeret at levere materiale vedrørende de enkelte landes lovgivning og praksis samt andet input. Fremstillingen og konklusionerne er udrederens.

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