Common biases and heuristics in nutritional quality judgments: a qualitative exploration
AbstractThe ways in which consumers make judgments about the nutritional quality of food products are a major concern for public policymakers. Given the focus on nutrition information in public health policies, the information processing paradigm has been widely used in past research. However, there is evidence that nutrition information processing is a difficult task for consumers. We examined 14 interviews from consumers of diverse social background in order to inventory the different kinds of heuristics used for making nutritional quality judgments. Narratives in which consumers elaborate about their strategies to assess nutritional quality of food products were analysed. Our findings show that: (1) consumers tend to use shortcuts to simplify nutrition information processing; (2) heuristics unrelated to nutrition information are commonly utilized; and (3) these heuristics rely on semantic, sensory and visual cues. The implications of our findings are discussed from a public policy standpoint.
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Bibliographic InfoPaper provided by Paris Dauphine University in its series Economics Papers from University Paris Dauphine with number 123456789/10844.
Date of creation: 2013
Date of revision:
Publication status: Published in International Journal of Consumer Studies, 2013, Vol. 37, no. 2
Heuristics; biases; nutrition information; nutritional quality; information processing;
Find related papers by JEL classification:
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