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Consumer Skepticism of Claims in Food Ads vs. on Food Labels: An Exploration of Differences and Antecedents

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  • Anusree Mitra
  • Manoj Hastak
  • Debra J. Ringold
  • Alan S. Levy

Abstract

Considerable evidence shows that consumers are skeptical of advertising, that is, have a tendency to doubt the truth of advertising claims. The main focus of our paper is to explore, in the context of food products, whether this typically high level of skepticism is also exhibited for product labels. In addition, we look at consumer skepticism associated with health claims in food ads and labels as well as with the Nutrition Facts Panel on food packages. Finally, we examine some individual difference factors that might influence consumer skepticism. We report the results of a large‐scale survey designed to explore these issues, and we discuss the implications of our findings for public policy and future research.

Suggested Citation

  • Anusree Mitra & Manoj Hastak & Debra J. Ringold & Alan S. Levy, 2019. "Consumer Skepticism of Claims in Food Ads vs. on Food Labels: An Exploration of Differences and Antecedents," Journal of Consumer Affairs, Wiley Blackwell, vol. 53(4), pages 1443-1455, December.
    • Handle: RePEc:bla:jconsa:v:53:y:2019:i:4:p:1443-1455
    DOI: 10.1111/joca.12237
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    Cited by:

    1. Manoj Hastak & Anusree Mitra & Debra J. Ringold, 2020. "Do consumers view the nutrition facts panel when making healthfulness assessments of food products? Antecedents and consequences," Journal of Consumer Affairs, Wiley Blackwell, vol. 54(2), pages 395-416, June.
    2. Zhou, Yu & Yan, Shuangqi & Li, Gendao & Xiong, Yu & Lin, Zhibin, 2023. "The impact of consumer skepticism on blockchain-enabled sustainability disclosure in a supply chain," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 179(C).
    3. Yin, Chin-Ching & Tang, Yun-Chia & Chiu, Hung-Chang & Hsieh, Yi-Ching & Lai, Yi-Ting, 2023. "Telling an authentic story by aligning with your product type and price," Journal of Business Research, Elsevier, vol. 161(C).

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