The Value and Cost of Restaurant Calorie Labels: Results from a Field Experiment
Using field experiment data, we estimate a structural model of consumer demand to determine the value of information for restaurant menu labels. Our experimental design allows us to compare the effectiveness of calorie labels to a “fat tax” at reducing caloric intake. Results show numeric labels did not influence demand, but symbolic traffic light labels reduced the marginal utility of caloric intake. Our model projects both labels would reduce intake more than high-calorie taxes or low-calorie subsidies. Ultimately, traffic light calorie labels led to the largest reduction in caloric intake but also one of the largest reductions in restaurant net returns.
|Date of creation:||2012|
|Date of revision:|
|Contact details of provider:|| Postal: |
Phone: (414) 918-3190
Fax: (414) 276-3349
Web page: http://www.aaea.org
More information through EDIRC
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Anderson, Michael L. & Matsa, David A., 2008.
"Are restuarants really supersizing America?,"
CUDARE Working Paper Series
1056R4, University of California at Berkeley, Department of Agricultural and Resource Economics and Policy, revised Jul 2010.
- Anderson, Michael L. & Matsa, David A., 2010. "Are Restaurants Really Supersizing America?," Department of Agricultural & Resource Economics, UC Berkeley, Working Paper Series qt4vm5m5vr, Department of Agricultural & Resource Economics, UC Berkeley.
- Foster, William & Just, Richard E., 1989. "Measuring welfare effects of product contamination with consumer uncertainty," Journal of Environmental Economics and Management, Elsevier, vol. 17(3), pages 266-283, November.
- Schroeter, Christiane & Lusk, Jayson & Tyner, Wallace, 2008. "Determining the impact of food price and income changes on body weight," Journal of Health Economics, Elsevier, vol. 27(1), pages 45-68, January.
- Steven D. Levitt & John A. List, 2007. "What Do Laboratory Experiments Measuring Social Preferences Reveal About the Real World?," Journal of Economic Perspectives, American Economic Association, vol. 21(2), pages 153-174, Spring.
- Todd, Jessica E. & Mancino, Lisa & Lin, Biing-Hwan, 2010. "The Impact of Food Away from Home on Adult Diet Quality," Economic Research Report 58298, United States Department of Agriculture, Economic Research Service.
When requesting a correction, please mention this item's handle: RePEc:ags:aaeafe:123529. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search)
If references are entirely missing, you can add them using this form.